COPPERTONE HAVING FUN IN THE SUN WITH KIDSUMMER PROGRAM
By Adnews Staff
The Coppertone brand is planning on having fun in the sun with its sponsorship of the KIDSUMMER program, an annual calendar of activities for children. The suncare product line is going to participate in the summer-long calendar of events taking place in Toronto and surrounding communities by taking the opportunity to educate parents and children about the importance of sun safety using 'sun patrols" at KIDSUMMER events. Throughout the summer, Coppertone KIDS! will patrol different events wearing bright yellow Coppertone T-shirts and equipped with the Coppertone line of sun care products. The "sun patrol" KIDS will also distribute children's activity books that teach children how to be sun safe in a fun way. Coppertone will also be holding a Little Miss Coppertone look-alike contest. The blond pigtailed little girl with the black Cocker Spaniel tugging at her bathing suit has been associated with the Coppertone brand since the 1950's. Cohn & Wolfe of Toronto has negotiated and is coordinating all aspects of the Coppertone KIDSUMMER sponsorship. Bozell Worldwide of Toronto developed and produced all collateral materials, including banners, T-shirts and sampling booths. The Coppertone brand is developed by Schering-Plough Healthcare Products Canada, a division of Schering Canada Inc. and a wholly-owned subsidiary of Schering-Plough Corp. of Liberty Corner, New Jersey.