WCRS has won the multi-million-pound pan-European account for the
sun protection brand Coppertone as its parent, Schering-Plough, looks to
replicate its US success in the European market.
The agency was awarded the business following a two-round pitch
involving five other undisclosed agencies.
Coppertone is the leading sun-care brand in the US, with more than 30
per cent of the market. It has been a prominent US brand since the 50s,
and claims to have been behind significant technological advances in the
category. Its brand heritage, built on its "fun in the sun" strapline,
includes the "Little Miss Coppertone" logo. The brand's profile in Asia
also outstrips its European presence.
WCRS will create a consumer-led campaign, which will aim to contemporise
Coppertone, and redefine its brand positioning to bring it into the top
three in the European market. Major competitors in Europe include Ambre
Solaire and Uvistat, as well as some of the established own-label brands
including Boots and Superdrug in the UK.
However, public awareness surrounding the dangers of skin cancer from
sun over-exposure has boosted sun protection sales in recent years.
Paul Phelan, the European business manager for Coppertone, said: "The
European sun-care market is very challenging and this appointment will
assist us in developing a consistent approach across our key
Julian Hough, the business development director of WCRS, added:
"Coppertone has ambitious plans and we're looking forward to helping it
fulfill them across Europe."