Cannes Lions

COPPERTONE SUNSCREEN

JWT MEXICO, Mexico City / SCHERING PLOUGH / 2009

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Overview

Entries

Credits

Overview

Execution

To bring awareness on the danger of not using proper protection against the Sun we made a deal with Wal-Mart Mexico during the summer. We placed porcelain raw chickens with the Coppertone logo inside the store's roasting jacks. The stores were located at the most important beach destinations in the country such as Acapulco, Cancun, Puerto Vallarta and Puerto Escondido. In that way, while the real chickens were roasted our ceramic Spectra 3 rawchicken remained white, unaffected by the fire and the heat.

Outcome

During the campaign, sales of Coppertone Spectra3 increased by 22.4% in chosen beach destinations compared to the same period in 2007.Sales of Coppertone Spectra 3 increased by 32% in Wal-Mart stores compared to others.Communication transcended stores and positioned Spectra3 as the best choice for Sunblock at the beach.

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