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Transcript of Coppertone sunscreen
Informing Our Customers
Continuing the Scientific Approach
Spray vs. Lotion
More convenient/faster application
Reaches areas lotion may not if alone
More protection due to thickness
Potentially more kid-friendly
Visibility of coverage
Attention-grabber: Beach obstacle course
Coppertone's Current Marketing Initiatives
Coppertone Takes Spring Break
Awareness campaign- information, brand, necessity of product
Multiple cities frequented by college spring breakers
Show that sunscreen can still be cool
Staffing obstacle course
Handing out samples on the beach
Encouraging social media use
Coppertone Takes Spring Break"
Men and women ages 18-24
Show that sunscreen is important and can still offer the glow that everyone wants
Coppertone Sport sunscreen with sunless tanner
should appeal to the age demographic and catch their attention
The right setting
An influx of branding for brand recognition purposes
Social media initative
Branding: "Flash 'em your Coppertone tan"
Marketing & Informing through Social Networking
: a necessary product without a presence in the marketing world
Most common form of cancer in US
Past 30 years: more skin cancer cases than all other cancers combined
1 in 5 Americans will develop it in lifetime
30 million people tan indoors per year.
2-3 million are teens
Melanoma cases in
y.o.'s: 76% because of tanning beds
Website geared towards women
POP ads: eye-catching end caps
Occasional print ads
Newest TV ad:
Coppertone Baby: 1953
...SPRINg BReak 2015!
Here's the Idea...
Participants first apply sunscreen
Challenge themselves in a variety of tasks within the course
Obstacle in the sand
Water being dumped
Pose for a selfie- large screen outside
National Soft Drinks Association
Fast Food Marketing
Skin Cancer Foundation
The Travel Channel
What to look for:
SPF (sun protection factor) covers only UVB
Best protection through UVA & UVB
Twitter and Instagram
Visually appealing photos or phrases with no real tie to the product
Informative, factual tweets appealing to target market
Instagram photos : "Where's your sunscreen this spring break?"