SCHERING-PLOUGH LEADING EUROPEAN EXPANSION OF COPPERTONE BRAND
By Adnews Staff
Based on the success of managing the Coppertone brand in Canada and doubling its sales in the last ten year, Schering-Plough HealthCare Products Canada has been awarded the brand's international expansion assignment. The Mississauga, Ontario-based company will introduce Coppertone suncare products to the Northern Europe market this year as well as increase its marketing efforts in Southern Europe, where the Coppertone brand has a long-time history. "In many respects, the suncare category in Europe is underdeveloped relative to North America, providing an enormous opportunity for the Coppertone brand to meet consumers' diverse suncare needs," Roger Gawne, president of Schering-Plough said in a release. The European suncare market covers 17 countries including: France, Germany, the United Kingdom, Italy and Spain. Schering-Plough will be introducing new products to European skincare consumers with a focus in France and the U.K. on children's suncare. Marketing initiatives to support the launch and expansion include advertising, public relations, consumer and professional sampling and in-store promotions. Advertising for Schering-Plough HealthCare Products Canada is done by Harrod & Mirlin/FCB. Public relations is handled by Cohn & Wolfe. Both companies are based in Toronto.