Gen-Z Momvertising Opps: Coppertone taps creative AOR amid spend increases (Score 43)

Okay, readers, this one is a pretty Huge deal - Huge NY was just named the creative AOR for sunscreen brand Coppertone. The agency will now handle integrated marketing responsibilities such as brand creative, retail support and activation. Huge's first Coppertone work will reportedly debut in early 2022. This review conclusion replaces Coppertone's former creative AOR of six years, Wunderman Thompson.

According to iSpot, the brand hasn't invested in national TV since spending approximately $8.5m in Q3 2020; this was down 15% from the approximately $10m Coppertone spent in 2019. Its 2020 commercials targeted women viewing programs such as Today With Hoda & Jenna, 90 Day Fiancé: Happily Ever After?, The First 48, The View and Ridiculousness. 

Pathmatics reports Coppertone hasn't yet invested in digital ads so far in 2020. However, this makes sense considering it mostly places ads in Q2-Q3, when consumers most need its sun care products. The brand's estimated full-year 2020 spend grew by more than 5x to $1.6m from that of $335.8k in 2019. Coppertone earned around 147.3m digital impressions last year via desktop video (59%), Facebook (21%), Instagram (15%) and desktop display (4%) ads. 89% of its desktop video ads of 2020 were placed site direct onto youtube.com.

As you can see from Coppertone's sharp YOY increase in ad spend and reliance on YouTube, Facebook and Instagram, it's particularly targeting Gen-Z right now. Specifically, its target demographic tends to skew toward parents, especially moms, in need of its baby-friendly sunscreen products. Per Kantar data, it also invests in local broadcast. Coppertone holds planning conversations in Q3 and buying conversations in Q2; remember, its spend also usually surges during these quarters.

Agency & martech readers - Now that Coppertone has a new creative AOR, parent company Beiersdorf may seek additional brand-specific AORs for it. Right now, Beiersdorf itself also works with media planning and buying AOR OMD NY, and M Booth & Associates handles a large portion of its creative, PR and social.