WCRS to reposition Coppertone

Schering-Plough is using print advertising to kickstart the performance of its Coppertone brand across Europe.

Coppertone's first work through WCRS, which won the account in January after a five-way pitch, attempts to reposition the brand, which is primarily thought of as a tanning aid across much of the continent.

However, in the US, Coppertone has carved out 30 per cent of the skincare market. Its sector-leading status is driven by public concern over sun protection, which has risen in recent years. But a lack of consistent marketing budgets has handicapped attempts to reposition the brand in Europe, where Coppertone has been eclipsed by rivals such as Ambre Solaire and Uvistat.

Media is by Media Planning Group and uses women's consumer magazines across the UK and France to attempt to stretch the advertising budget and provide a consistent, continent-wide positioning.

The ads, which were written by Matt Woolner and art directed by Steve Wioland, adopt the "Fun in the sun positioning of the brand's US advertising, and abandon scientific terminology for visually driven messages.

The two executions show a beach in late afternoon, with holidaymakers amassing in the last available rays of sunlight. In one case this has resulted in an unbalanced game of volleyball. Both ads carry the strapline: "Love the sun? You can with Coppertone."

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