Tapping local celebrities is always a solid approach to tapping into the cultural zeitgeist for marketing purposes. Looking for a unique way to sell its unique frames, EyeWearhaus in St. Louis, fit a handful of eminent Missourians — people who had achieved enough to warrant emulation but who were at the same time local and “real,” like Miss Missouri! — with their handcrafted eyewear, took pictures, came up with a few fun taglines to welcomed a new audience of curious customers.