Bringing the sunshine back into Bayer’s legacy sun care brand Coppertone

Interbrand London has refreshed the iconic global sun care brand Coppertone, to inject relevance and provide stand-out amongst a rapidly growing competitive set.

Coppertone has been providing sun care protection to adults and children across the world since 1944. But, with new entrants entering the market, Coppertone’s traditional approach of offering high quality sun care at an attractive price was no longer enough to drive choice.

As Michela Graci, Senior Strategy Consultant at Interbrand London summarized, “We are thrilled to have helped this iconic brand to get away from nostalgia and regain consumer attention and modern splendor.”

To solve this challenge, the brand needed a new story that would articulate what made it unique, and a portfolio strategy to support both the current offering and future innovation. The global solution laid in blending Coppertone’s heritage as the ‘sun care’ expert with a refreshing, modern identity. The brand’s distinctive, nostalgic assets have been paired with new, distinguishing assets to generate stronger brand ownership, whilst retaining Coppertone’s original vibrancy and positivity.

The on-pack navigation experience has been transformed, with a refreshing, benefit led approach to messaging.

As explained by Sue Daun, Interbrand London’s Executive Creative Director: “The brand’s heritage holds an iconic status in the minds of its consumers, but on the shelf, it was missing the target on impact and dominance against competitors. The shift to harnessing the yellow burst of sun across all ranges helped unify the story of living well under the sun. This coupled with a clear on pack architecture that reinforces the brand equity, builds a system that futureproofs for range growth. In addition to delivering a solution that is globally consistent, but more importantly wears its personality on the pack”.

The new global identity and portfolio has been launched across the US and will soon launch in Brazil, two of the brand’s largest markets. Coppertone now occupies a distinctive space within the category, the only sun care expert with an established 74-year reputation and a progressive, modern feel.

About Interbrand

At Interbrand, we believe that growth is achieved when an organization has a clear strategy and delivers exceptional customer experiences. We do both, through a combination of strategy, creativity, and technology that helps drive growth for our clients’ brands and businesses. With a network of 21 offices in 17 countries, Interbrand is a global brand consultancy, and publisher of the highly influential annual Best Global Brands and Breakthrough Brands reports, and Webby Award-winning brandchannel. Interbrand is part of the Omnicom Group Inc. (NYSE:OMC) network of agencies. For more information, please contact us, or follow Interbrand on LinkedIn, Twitter and Facebook.