Reintroducing the sun-kissed spirit of a suncare icon

For decades, Coppertone has been an iconic American suncare brand recognized by generations for its distinctive logo and promise of sun protection. Facing increasing competition from both premium and mass-market competitors, Coppertone wanted to reclaim its iconic brand status with a bright and modern take.

Despite Coppertone’s iconic history that paved the way for safe sun moments, the increasingly saturated suncare category became overly focused on villainizing the sun. So, Coppertone challenged Pearlfisher to reinstate its iconic status with a new visual identity, packaging system, and brand architecture that would cement its place as the rightful leader in suncare by reestablishing its authenticity and reconnecting with consumers on a deeper emotional level.

We looked back at Coppertone in its heyday, taking inspiration from its distinctive equities, such as Little Miss Coppertone, who has always stood for trust, care, and efficacy, and using them to deliver a consistent brand experience that aids simple and clear brand navigation.

Now, a more contemporary, inclusive, and playful illustration of her takes center stage. This includes packaging where she flexes across all sub-brands, as she becomes central to the brand storytelling across packaging, the brand world, and digital communications – building on Coppertone’s 75-year legacy of protection for everyone’s moments in the sun.

The Coppertone rebrand successfully rejuvenated this heritage brand, resulting in double-digit sales growth across its portfolio, with particularly strong performance in the premium segments where it had previously struggled. Consumer research showed a 45% increase in the perception of the brand as "modern and relevant" while maintaining its trusted status. Retailer feedback was overwhelmingly positive, with expanded shelf presence and prominent displays. Most importantly, the rebrand helped Coppertone connect with a new generation of consumers while reinforcing its authority in sun protection, positioning the brand for sustainable growth in an evolving marketplace.