WCRS wins pan-European task to redefine Coppertone position

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."