With the Coppertone Occasions Packs we covered all our products with a series of packages designed and inspired by popular outdoor activities, thus educating on the need to be protected in all of them.

We created a series of packages designed around popular outdoor activities that are popular and had a high level of affinity among our target audience: gardening, dog walking, playgrounds, car washing, road trips, and painting outdoors.

It is a disruptive idea and a radical departure from the category that allowed us to meet consumers in unexpected points of contact within key distribution outlets, and to place the product in new retail locations such as pet or hardware stores, auto shops, gardening supply stores, camping and outdoor sections at major retail chains, etc.

We launched the new packages alongside an advertising campaign on outdoor, print and digital media. We showcase new takes on our iconic girl and the dog logo as a way to raise awareness on the need to use sunscreen at all times.

The Coppertone Occasion Packages completely changed the “when” and “where” for sunscreen use. By changing the packaging and the imagery associated with the product, we convinced consumers to protect themselves with Coppertone in more places, and more often.

Results:

-300% more brand exposure in stores.

-67 new retail venues.