Coppertone and Newad Offer a Sunny Summer
July 26, 2010 —
This summer, Coppertone is joining families during their outdoor activities. For the second consecutive year, Coppertone trusted Newad with the development and the execution of its summer campaign. Since May 22nd, the Coppertone street team has been patrolling the streets of Montreal and Toronto in order to prolong families sunny summer moments thanks to the Coppertone product line.
Newad elaborated a guerilla campaign allowing Coppertone to interact with consumers during their outdoor activities. Branded street teams accompanied the families during their outings at various parks and recreational centers throughout Montreal and Toronto. They encouraged them to do activities on sunny days and protect themselves by using Coppertone products. On this occasion, the Coppertone team handed out samples of Coppertone Kids and Nutrashield in exchange for a monetary contribution. To further emphasize their presence, they applied chalk stencils on busy sidewalks and wished everyone a Coppertone Summer.
Furthermore, promotional agents offered families the opportunity to capture their sunny moments in a photo. The pictures can be retrieved on the Coppertone microsite coppertonecanadiansummer.ca, managed by Newad. The families also receive a coupon so they may take advantage of a reduction on their next purchase of Coppertone products.
“Thousands of families take advantage of the summer months to engage in outdoor activities; Coppertone wants to join them so they can enjoy the sun as long as they wish. Once again, we have commissioned Newad for the creation and the execution of our experiential marketing campaign that allows us to reach our target consumers and have them enjoy the sun and our products,” states Thamarra Baptiste, of Merck Canada.
In conjunction with the street team, an indoor advertising campaign in Newad’s Sports & Fitness network in Edmonton, Calgary and Toronto contributes to Coppertone’s notoriety with men aged between 35 and 45.
The guerilla campaign in Montreal and Toronto as well as the indoor advertising campaign in Toronto, Calgary and Edmonton will be held until the end of August.
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* Merck Frosst Canada Ltd and Schering-Plough Canada Inc. are now operating together as Merck.