Official FINAL - CoppertoneBrandBook - 081514-sm

global brand book
as of August 2014
Welcome
This brand book was created to help
us all achieve consistent and excellent
communication for the Coppertone®
brand around the world.
As with all communication, your

specific execution will require cross-
functional teamwork, support for
claims and appropriate reviews and
approvals.
Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 2

Contents
Our Brand Footprint Communication Guidelines

¬ Our Brand History & Heritage ¬ Our Communication Strategy
¬ Our Footprint
¬ Our Philosophy Print & Integrated
¬ Our Cluster of Markets Communications
¬ Our Consumer ¬ Brand Imagery
¬ Our Vision ¬ Key Consumer Visuals
¬ Our Mission ¬ Typography
¬ Our Brand Personality ¬ Brand Voice
¬ Our Positioning
¬ Our Brand Beliefs Film & Television
¬ Our Brand Essence ¬ Music
¬ Casting
Our Trademarks ¬ Lightning
¬ Logo and Logotype Guidelines ¬ Look and Signature shots
¬ Our Products Names in Text ¬ Application shots
Other Guidelines & Examples

¬ Packaging Guidelines
¬ Product Shots
¬ Our Portfolio and Core Claims
¬ Advertising examples
¬ In-store examples
¬ Contact Information

our brand
1 footprint
Our Brand History
and Heritage
For the last 70 years, Coppertone® has been
the leading Suncare brand for the whole family,
delivering innovative products and earning
the reputation as the #1 pediatrician
recommended brand.
The cornerstone of the brand’s powerful equity

is the iconic “Little Girl and Dog”, beloved by
consumers since 1953.
Timeline
65 Years of Solar Thinking
1944 1954 1971 1972 1978 1985 1987 1991 1991 1996 1999 2001 2005 2008 2010 2011 2012 2014
Coppertone® Little Miss Coppertone® SPF SPF Waterproof Coppertone® Coppertone® Shade® Oil-Free Coppertone® Photostabilized Continuous Coppertone® Coppertone SPORT SPORT Pro, ClearlySHEER™
Suntan Coppertone Solar System Method Water SPORT® & Ultra UVA Guard Sunscreen SPORT® Avobenzone Spray DermaPhoto™ SPORT® & 20th Anniversary Wet’n Clear, & AccuSpray™
Cream Research BABIES® Sweatproof Booth Sensitive Skin & Foaming Little Miss
Center Sunscreen Coppertone
Contest & New
Packaging

Our Footprint
Here we put forward the tenets of who we are

as a brand that make Coppertone® the pioneer
and Suncare expert in delivering the utmost
protection and care that enable consumers
everywhere to embrace and enjoy the sun in
their own way as only Coppertone® can.

Our Philosophy
We believe our right to win is that we are
the experts in delivering Ultimate Standard-
setting protection and superior Suncare
solutions that provides you with the
confidence and protection you need to
make the most of every sunny moment.

How Our Consumers Are
Clustered Around The World
Wear & Go Shield Me

Wants the reassurance Wants protection they
to give them the best can count on to keep
of both worlds their skin intact
Tanning
Wants a healthy sun- Existing MCC suncare market
kissed glow without
getting burned. Existing distributor market
Planned expansion market

Our Cluster of Markets
in Detail
Wear & Go Tanning Shield Me
Key I like the benefits of being I feel that I look better when I want to do everything I can
in the sun but I want to be I have a tan as it makes my to keep my skin beautiful and
Consumer
protected from the damage it skin glow intact from the damage that the
Insight can cause my skin sun and pollution may cause
I want some color, but need Likes to tan without getting Wants to keep skin intact; wants
Attitude
protection for my active burned to keep skin fair—pure white
Towards the Sun lifestyle
Attitudes It’s a necessary inconvenience Enjoyable as it allows me to Reliable, prevent future

Toward Sun but it protects me and my tan in a smart way damage, keeps my skin fair
family against harmful rays and protected
Products
Key United States Brazil Mexico

Canada Italy India
Markets Russia China
United Kingdom
Spain Japan
Australia

Our Consumers
Wear & Go Tanning Shield Me
“I know the sun can “Tanning makes me “I know the sun is

be bad for you if you feel beautiful.” healthy but I want to
are not protected but keep my skin as white
I still think it’s healthy and as protected as
to get some sun.” possible.”

Our Vision
Establish Coppertone®
as the undisputed leading
#1 Sun Care brand globally
by 2018

Our Mission
Provide freedom for consumers
around the world to embrace
the sun in their own way, and
deliver superior protection and
utmost care when they need it
most that provide you the
reassurance you need to feel safe
and protected with breakthrough
science and superior products to
enjoy life under the sun.

Our Brand Beliefs

We believe every
sunny moment
should be
embraced

We believe in enjoying
life’s adventures
wherever they may
take you

We believe
in staying active
doing what you
love with the
team you love

We believe in
enabling delightful
experiences and
providing you
the protection
you need when
you need it
the most.

We believe in the fun times
that come as a breath
of fresh air

We believe the
best moments
are priceless
smiles shared
together with
your friends
and family

We believe everyone can
live those made for
movie moments with a
sense of reassurance,
comfort and trust

We believe in
savoring family
vacations with the
utmost joy and care

We have been protecting you since you
were a child and we have watched you
grow and we will continue to protect you
for generations to come

We believe in being
a part of those
unforgettable first
moments that
last a lifetime

We believe that there
is nothing better than
the feeling of freedom
and exhilaration

We believe in the satisfaction that
comes from fulfilling a life-long dream

We believe that
everyone around
the world deserves
the protection
we provide from
beginning to end

This is who WE are.

Our Brand Personality
Coppertone® is
a credible expert that is joyful,
vibrant, social and playful.
We take protection seriously—
it’s all we do.
Coppertone® is not
clinical or afraid of the sun.

Our Brand Essence
and Purpose
Purpose
FREEDOM to
embrace the sun
Emotional Benefit & Equity

CONFIDENCE to make the most
of every sunny moment
Personality
Joyful, vibrant, social, playful
Differentiators
• State of the art protection, tailored to each sunny moment
•Suncare expertise/heritage
• Little Girl & Dog trustmark
Product Attributes
• Trusted suncare experts
• #1 Pediatrician Recommended
• Innovative, patented technologies
Belief: We can unlock the power of the sun’s warmth & inspiration

[VIDEO]

Our Positioning
What it does How I would

for me Enables me Pioneer
describe the
to enjoy product
the sun Trusted
Variety of
products that Facts and Symbols
Heritage
meets the needs
of my family
– Little Girl & Dog
– Timeless scent
– First suncare brand to bring you SPF Nostalgic
Protection
when I need
it the most Memorable
Healthy Active
Glowing Safe
Secure Confident
Vibrant Protected
Invulnerable Empowered
How it makes How it makes
Intact Joyful
me look me feel

our
2
trademarks
Logo and Logotype Guidelines
¬ On packaging, 6 color spot logo should

always be used
¬ On packaging, if you cannot print 6 spot

colors, you can create the rainbow and little girl’s
skin out of 4/c process
¬ The Coppertone® name must always be

printed in 100% reflex blue or white if reversed
(no outlines)
¬ There is a 100% reflex blue rule around the

little girl and the dog
¬ Both the rainbow/little girl & dog and the

Coppertone® name are registered (®) and print
in either reflex blue or white if reversed
¬ Register mark sits at the base of the dog’s

hind leg and on the baseline, to right of the “e”
in Coppertone®
¬ The complete logo (brand name, rainbow

and little girl and dog) must be scaled
proportionately as one piece of artwork
¬ On packaging, the Coppertone® brand name

must always appear with the little girl and dog
and rainbow

Logo and Logotype Guidelines
Spot Colors
Outline/Text/® Color Band Color Band Color Band Color Band Skin Hair Bow/Suit Dog
One Two Three Four
REFLEX PMS 116 PMS 116 PMS 716 PMS 716 PMS 474 PMS 116 PROCESS PMS 175
BLUE 40% 85% 40% 100% 100% BLUE

communication
3
guidelines
Our Communication Strategy:
MEGA Brand
Who are we talking to?

Moms, babies, kids, families, teens, adults (men and
women) and sport lovers. People who enjoy life in the
sun while being protected as well as people who feel that a
little color with the right protection is good for their skin.
What do we want to communicate?

Only Coppertone® provides superior sun
protection to embrace the sun in your own way
Why should they believe us?

As the #1 Pediatrician recommended brand, Coppertone®
has brought expertise, leadership and innovation to
Suncare for nearly 70 years.

WaterBABIES/Kids

Parents, grandparents, and caregivers who want the
children they love to be happy and enjoy the sun while
being protected from its harmful rays.

Only Coppertone®, the sun care expert, provides
ultimate sun protection with the utmost care for babies
and children.

As the #1 Pediatrician recommended brand, Coppertone®
has brought expertise, leadership and innovation to
Suncare for nearly 70 years.

Women

Sun-embracing women, typically active moms in their
early 40’s who like to get out and enjoy the sun. They
usually buy all-purpose sunscreen for their family’s use,
but they’ll buy products for themselves if it meets their
specific needs. They want to know that they are using
a sunscreen that provides great protection, but will still
help them achieve a little color. Second, they want their
sunscreen to work with their normal look and not leave
them feeling like they’ve applied a protective coat of
armor. In an ideal world, they would be able to choose
sunscreens that are tailored for specific occasions.

Coppertone® clearlySHEER™ provides superior protection
for women that is face-friendly and barely noticeable

Coppertone® clearlySHEER™ is a unique line of light-
weight formulas specifically designed for women’s skin
and everyday sun occasions

Active Adults/Sport Advocates

Sun Embracers (adults ages 18-54) who are healthy,
active, and often have families. They thoroughly enjoy
getting outside and living life with vigor. Sunscreen
allows them to feel protected and free to enjoy the
warmth of the sun. But applying sunscreen can be a
hassle at times. While they appreciate the convenience
of continuous sprays, the mess can be annoying. If they
are going to use a spray, these users want to know that
the protection is going to end up only where they intended
it, not on everything and everyone around them.

Provides superior protection in a more precise, controlled
way so it covers you and not the things around you.

Only Coppertone® Sport AccuSpray™ has a patented
spray technology. So now you can spray where you want,
not where you don’t.

Keys to Success
Kids/Baby Women Sport (Active Adults)
¬ Delivers “gentle but effective” ¬ Focus on aesthetics and better color ¬ Delivers efficacy and
attributes on her skin without burning durability attributes
¬ Strategic point of entry into ¬ Wants to use products that ¬ Looks for: ultimate
brand / category feel better on her skin protection to stay in the
sun longer; durability to
¬ Uses sunscreen to avoid burning withstand the sun and sweat
¬ #1 Pediatrician Recommended
(not for anti-aging benefits)

Brand Imagery
WaterBABIES/Kids

Brand Imagery
Family

Brand Imagery
Women / Tanning

Brand Imagery
Sport

Typography
Typeface
Nexa Bold
Headlines
SUN’S UP. IT’S ON.

– uppercase
– stacked
– white / color
– drop shadow when necessary
– over photography
Subheads / body copy

– uppercase / lowercase
Introducing Coppertone® ClearlySheer™. Barely noticeable, face-friendly – white / color
sunscreens that come in light, clean-feeling lotions and sprays. The fresh, citrus
scent of ClearlySheer™ for Sunny Days is perfect for those days when you’re
running errands or lunching outside with a friend. And for those days when you’re
ready to soak up the sun, enjoy the refreshing, tropical scent of ClearlySheer™ for
Beach & Pool. So, no matter what you’re wearing or where you’re headed, it’s on.

Brand Voice
¬ Fun
¬ Playful
¬ Confident
¬ Trusted
¬ Efficacious
¬ Protected
¬ Empowered
¬ Pioneer
¬ Heritage
¬ Nostalgic
¬ Memorable

F ilm and Television Guidelines
Music
Coppertone® advertising must use music

that is joyful and vibrant and that engages
the audience in embracing life under the
sun. Music may vary depending on the
specific advertising (waterBABIES/Kids
versus Women or Sport) but overall it must
bring the brand to life in a way that invites
the target audience to enjoy life under the
sun with Coppertone®.

Casting
When casting, the focus should always be on smiling,

vibrant personalities with beautiful skin.
Babies/Kids
Joyful, energetic children with ‘sunny dispositions’ who
clearly delight in playing in the sunshine.
Women
Sun-embracing women ages 18-44.
Sport
Healthy, active adults ages 18-54 who embrace life under
the sun with vigor.

Lighting and Look of F ilm
Production is always conducted on a

bright, sunny day, portraying the joy of
being outdoors embracing beautiful
moments.

Signature Shots
¬ Application
¬ Product efficacy
¬ Product usage

Coppertone
Building a successful brand is Global Brand
a balance of consistent Strategy
global identity along with PMS 116 (85%)
PMS 716 (40%)
PMS 116 (100%) - hair
Coppertone
Building a successful brand isGlobal
country regulatory
Coppertone
and marketing insight.
Global Brand
Brand Strategy
Strategy
Coppertone Logo - Spot Colors* PMS 716 (60%) Process Blue (100%) - bathing suit/bows
PMS 116 (40%)
a balance of consistent global identity along with Coppertone Logo - Spot Colors*
PMS 716 (40%)
PMS 474 (100%) - skin
Packaging Guidelines
PMS 116 (85%) PMS 116 (100%) - hair
PMS 175 (100%) - dog
country regulatory and marketing insight. PMS 116 (40%)

PMS 716 (60%)
Process Blue (100%) - bathing suit/bows
PMS 474 (100%) - skin
Building a successful brand is a balance of consistent global identity along with

PMS 716 (40%) PMS 716 (60%) PMS 175 Reflex
(100%)Blue - dog(100%) -
PMS 116 (85%)
waterBABIES
PMS 716 (40%) PMS 116 (100%) - hairoutline and text/(R)
and marketing®
PMS 116 (85%) PMS 116 (100%) - hair
country regulatory
Segment and marketing insight.
Global Branding PMS 116 (40%)
country regulatory insight. Process

PMS 474 Blue Reflex
(100%)
(100%) Blue (100%)
- skin- bathing -
suit/bows
PMS 116 (40%)
PMS 175 outline
474 (100%) and text/(R)
*seePMSpage 4(100%)
for 4/c-- dog
skin
process logo
PMS 175 (100%) - dog
Segment Global Branding
*see page Reflex
4 for Blue
4/c (100%)
process
outline and text/(R)
-
logo
Reflex Blue (100%) -
ULTRA GUARD outline and text/(R)

Segment Global
ULTRABranding
GUARD *see page 4 for 4/c process logo
*see page 4 for 4/c process logo
ULTRA GUARD
ULTRA GUARD
kids Tanning
Tanning SPF
SPF Colors
Colors
kids
4
Tanning SPF
PMS 021 Colors
with White text (CAN ONLY)
kids
water
Segment - 4
8 PMS
PMS 021
339 with
with White
White text
text (CAN ONLY)
(LOTION ONLY)
kids BABIES Product Tanning SPF Colors
English
Segment - Tanning SPF Colors
8
Form - 410 PMSPMS
PMS 339 with White text (LOTION ONLY)
(CAN ONLY)
water BABIES
English Product 4
021 with White text (CAN ONLY)
Local
Form - 10
15 PMS
PMS 339
639 with
with White
White text (CAN ONLY)
water BABIES
Segment
Segment- - Language 8
text (LOTION
& CAN)
Tanning
water BABIES Product
Local 8 PMS 339 with White text (LOTION ONLY)
English
English Product 15 PMS
PMS 639 with White text (LOTION & CAN)
CLEARLYSheer SPFtext Colors
Form 10
Form- -
339 with White (CAN ONLY)
Tanning Language 10 PMS 339 with White text (CAN ONLY)
Local CLEARLYSheer
CLEARLYSheer SPF SPF 716Colors
Colors
LocalForm
Product 1515 PMS
PMS
639422 (50%)
with Whitewith
textPMS
(LOTION number
& CAN)
Tanning Language 15 PMS 639 with White text (LOTION & CAN)
Tanning Wet ‘n Clear Local
Language 15
30 PMS
Segment PMS 422
CLEARLYSheer
422 (50%) with PMS
with Reflex
SPF Colors
Blue 716 number
number
Language
Wet ‘n Clear English SPF - CLEARLYSheer SPF Colors
30 PMS
50+ PMS
PMS 422
422 with
with Reflex Blue number
White number
Local 15 422 (50%) with PMS 716 number
SPF - 15 PMS 422 (50%) with PMS 716 number
Wet ‘n Clear Language
Local 50+ PMS 422 with White number
Kids/WB/OF/SS/WnC
PMS 422 with Reflex Blue SPF number Colors
CLEARLYSheer
Wet ‘n Clear 30
30 PMS 422 with Reflex Blue number
CLEARLYSheer
SPF
SPF- -
Language Kids/WB/OF/SS/WnC
15 PMS SPF Colors
Local 50+ PMS 116
422 with
with Reflex
White Blue
number number

Language Kids/WB/OF/SS/
15
30 PMS PMS 116
716 with
OIL FREE CLEARLYSheer
SPF
Language WnC SPF
Kids/WB/OF/SS/WnC Colors
White number
SPF Colors
CLEARLYSheer Local Kids/WB/OF/SS/WnC SPF Colors
30 PMS
1550 PMSPMS
716Blue
Process withwith
White number
White number
OIL FREE Language
Large SPF
116 with Reflex Blue number
Claims 15 116 with Reflex Blue number
50 Process
Local 3070 PMS
Blue with White number
is Optional
Large SPF
Reflex Blue with White
716 with White number
number
OIL FREE
SENSITIVE Language Large SPF 30 PMS 716 with White number
OIL FREE SKIN isOptional
Optional 70
100 Reflex
50 Process
BlueReflex
White with with White
Blue number
number
Large 50 Process Blue with White number
LargeSPF
SENSITIVE SKIN
Claims - Local Language SPF 100 WhiteBlue with Reflex Blue number
is Optional 70 Reflex with White number
Claims - Local Language is Optional 70 Reflex Blue with White number

SENSITIVE SKIN
SENSITIVE SKIN 100 White with Reflex Blue number
100 White with Reflex Blue number
Claims
Claims- Local
- LocalLanguage
Language

Coppertone
global identity along with PMS 116 (85%) PMS 116 (100%) - hair
Coppertone
Building a successful brand isGlobal
country regulatory
Coppertone
and marketing insight.
Global Brand
Brand Strategy
Strategy
PMS 116 (40%)
a balance of consistent global identity along with Coppertone Logo - Spot Colors*
PMS 716 (40%)
PMS 474 (100%) - skin
PMS 116 (85%) PMS 116 (100%) - hair
PMS 175 (100%) - dog

PMS 716 (60%)
PMS 474 (100%) - skin

(100%)Blue - dog(100%) -
PMS 116 (85%)
Kids
PMS 116 (85%) PMS 116 (100%) - hair
country regulatory
country regulatory and marketing insight. Process

PMS 474 Blue Reflex
(100%)
(100%) Blue (100%)
- skin- bathing -
suit/bows
PMS 116 (40%)
PMS 175 outline
474 (100%) and text/(R)
4(100%) -- dog
skin
ne Logo - Spot Colors* *seePMSpage for 4/c
PMS 175 (100%) - dog
process logo
*see page Reflex
4 for Blue
4/c (100%)
process
-
logo
PMS 716 (40%)
PMS 716 (60%) ULTRA GUARD outline and text/(R)

PMS 116 (100%) - hair
Segment Global
ULTRA Branding
GUARD
Process Blue (100%) - bathing suit/bows *see page 4 for 4/c process logo
PMS 474 (100%) - skin *see page 4 for 4/c process logo
PMS 175 (100%) - dog
ULTRA GUARD
ULTRA GUARD
kids Reflex Blue (100%) -
Tanning
Tanning SPF
SPF Colors
Colors
kids
*see page 4 for 4/c process logo 4
Tanning SPF
PMS 021 Colors
kids
water
Segment - 4
8 PMS
PMS 021
339 with
with White
White text
text (CAN ONLY)
(LOTION ONLY)
English
8
Form - 410 PMSPMS
(CAN ONLY)
water BABIES
English Product 4
Local
Form - 10
15 PMS
PMS 339
639 with
with White
water BABIES
Segment
text (LOTION
& CAN)
Tanning
English
CLEARLYSheer SPF text Colors
Tanning SPF Colors Form --
Language
Product Form 10 339 with White (CAN ONLY)
Tanning
Form 10 PMS 339 with White text (CAN ONLY)
Local
Local CLEARLYSheer
Colors
4 PMS 021 with White text (CAN ONLY)
Local 1515 PMS
PMS
639422 (50%)
with Whitewith
textPMS
(LOTION number
& CAN)
Tanning Segment Language

Language 15 PMS 639 with White text (LOTION & CAN)
8 PMS 339 withTanning

Wet ‘n Clear
White text (LOTION ONLY) English
Language 15
30 PMS
PMS
CLEARLYSheer
422
422 (50%)
with with PMS
Reflex
SPF Colors
Blue 716 number
number
Wet ‘n Clear SPF - CLEARLYSheer SPF Colors

10 30 PMS
50+ PMS
PMS 422
422 with
White number
PMS 339 with White text (CAN ONLY)
15 Wet &‘n Clear Language

Kids/WB/OF/SS/WnC
PMS 422 with Reflex Blue SPF number Colors
CLEARLYSheer
PMS 639 with White text (LOTION CAN)
Wet ‘n Clear 30
SPF
SPF- -
15 PMS SPF Colors
CLEARLYSheer SPF ColorsCLEARLYSheer 50+ PMS 116
422 with
with Reflex
White Blue
number number
Local
SPF Kids/WB/OF/SS/
15
15 Language
Local 30 PMS PMS 116
716 with
White number
WnC SPF Colors
PMS 422 (50%) with PMS 716 number
OIL FREE CLEARLYSheer Language Kids/WB/OF/SS/WnC SPF Colors
CLEARLYSheer Kids/WB/OF/SS/WnC SPF Colors
Language 30 PMS
1550 PMSPMS
716Blue
withwith
White number
OIL FREE
Process White number
Large SPF
50 Process
Local 3070 PMS
50+ PMS 422 with White number is Optional Reflex Blue with White number
OIL FREE
SENSITIVE Language Large SPF 30 PMS
OIL FREE SKIN is Optional 70
Kids/WB/OF/SS/WnC SPF Colors 100 Reflex
50 Process
BlueReflex
Blue number
number
Large 50 Process Blue with White number
LargeSPF
e SENSITIVE SKIN
Claims - Local Language
15 SPF 100 WhiteBlue
70 Reflex
PMS 116 with Reflex Blue number
is Optional with White number
70 Reflex Blue with White number
SENSITIVE SKIN Claims - Local Language is Optional
30 PMS 716 withSENSITIVE
White number SKIN
50 Process Blue with White number Claims
Claims- Local
- LocalLanguage
Language
70 Reflex Blue with White number

Coppertone
Coppertone
country
Buildingregulatory
Coppertone
andbrand isGlobal
marketing
Brand
BrandStrategy
insight.of consistent global identity along with
Global Strategy
PMS 116 (40%)
a successful a balance Coppertone Logo - Spot Colors*
PMS 716 (40%)
PMS 474 (100%) - skin
PMS 116 (85%) PMS 116 (100%) - hair
PMS 175 (100%) - dog

PMS 716 (60%)
PMS 474 (100%) - skin

(100%)Blue - dog(100%) -
PMS 116 (85%)
CLEARLY Sheer™/Women
PMS 116 (85%) PMS 116 (100%) - hair
country regulatory

PMS 474 Blue Reflex
(100%)
(100%) Blue (100%)
- skin- bathing -
suit/bows
PMS 116 (40%)
PMS 175 outline
474 (100%) and text/(R)
*seePMSpage 4(100%)
for 4/c-- dog
skin
process logo
PMS 175 (100%) - dog
*see page Reflex
4 for Blue
4/c (100%)
process
-
logo

Segment Global
ULTRABranding
ULTRA GUARD
ULTRA GUARD
kids Tanning
Tanning SPF
SPF Colors
Colors
kids
4
Tanning SPF
PMS 021 Colors
kids
water
Segment - 4
8 PMS
PMS 021
339 with
with White
White text
text (CAN ONLY)
(LOTION ONLY)
English
8
Form - 410 PMSPMS
(CAN ONLY)
water BABIES
English Product 4
Local
Form - 10
15 PMS
PMS 339
639 with
with White
water BABIES
Segment
text (LOTION
& CAN)
Tanning
Local
Product Form
8 PMS 339 with White text (LOTION ONLY)
English
CLEARLYSheer SPF Colors
Form 10
Form- -
Tanning Local
Language
Segment CLEARLYSheer SPF 716Colors
Language
Local CLEARLYSheer SPF Colors
English Local 1515 PMS
PMS
639422 (50%)
with Whitewith
textPMS
(LOTION number
& CAN)
Tanning Wet ‘n Clear Language 15

30 PMS
PMS
CLEARLYSheer
422
422 (50%)
with with PMS
Reflex
SPF Colors
Blue 716 number
number

30 PMS
50+ PMS
PMS 422
422 with
White number
Local 50+ PMS
PMS 422 with White number
Kids/WB/OF/SS/WnC
422 with Reflex Blue SPFnumber Colors
CLEARLYSheer
Wet ‘n Clear 30
CLEARLYSheer
SPF
SPF- -
15 PMS SPF Colors
Local 50+ PMS 116
422 with
with Reflex
White Blue
number number

15
30 PMSPMS 116
716 with
SPF
Language WnC SPF
Kids/WB/OF/SS/WnCColors
White number
SPF Colors
30 PMS
1550 PMSPMS
716Blue
Process withwith
White number
White number
OIL FREE Language
Large SPF
50
Local 3070 PMSPMS
Process Blue with White number
is Optional
Large SPF
number
OIL FREE
SENSITIVE Language 30 716 with White number
100 Reflex
50 Process
BlueReflex
Blue number
number
Large 50
LargeSPF
SENSITIVE SKIN
Claims - Local Language SPF 100 WhiteBluewith Reflex Blue number

SENSITIVE SKIN
Claims
Claims- Local
- LocalLanguage
Language

Coppertone
Coppertone
country
Buildingregulatory
Coppertone
andbrand isGlobal
marketing
Brand
BrandStrategy
Global Strategy
PMS 116 (40%)
PMS 716 (40%)
PMS 474 (100%) - skin
PMS 116 (85%) PMS 116 (100%) - hair
PMS 175 (100%) - dog

PMS 716 (60%)
PMS 474 (100%) - skin

(100%)Blue - dog(100%) -
PMS 116 (85%)
UltraGUARD
and marketing™insight.
PMS 116 (85%) PMS 116 (100%) - hair
country regulatory
Segment Global Branding PMS 116 (40%)

PMS 474 Blue Reflex
(100%)
(100%) Blue (100%)
- skin- bathing -
suit/bows
PMS 116 (40%)
PMS 175 outline
474 (100%) and text/(R)
*seePMSpage 4(100%)
for 4/c-- dog
skin
process logo
PMS 175 (100%) - dog
*see page Reflex
4 for Blue
4/c (100%)
process
-
logo

Segment Global
ULTRABranding
ULTRA GUARD
ULTRA GUARD
kids Tanning
Tanning SPF
SPF Colors
Colors
kids
4
Tanning SPF
PMS 021 Colors
kids
water
Segment - 4
8 PMS
PMS 021
339 with
with White
White text
text (CAN ONLY)
(LOTION ONLY)
English
8
Form - 410 PMSPMS
(CAN ONLY)
water BABIES
English Product 4
Local
Form - 10
15 PMS
PMS 339
639 with
with White
water BABIES
Segment
text (LOTION
& CAN)
Tanning
Local
Product Form
8 PMS 339 with White text (LOTION ONLY)
English
Form 10
Form- -
Tanning Local
Language
Segment CLEARLYSheer SPF 716Colors
Language
Local CLEARLYSheer SPF Colors
English Local 1515 PMS
PMS
639422 (50%)
with Whitewith
textPMS
(LOTION number
& CAN)

30 PMS
PMS
CLEARLYSheer
422
422 (50%)
with with PMS
Reflex
SPF Colors
Blue 716 number
number

30 PMS
50+ PMS
PMS 422
422 with
White number
Local 50+ PMS
Kids/WB/OF/SS/WnC
CLEARLYSheer
Wet ‘n Clear 30
CLEARLYSheer
SPF
SPF- -
15 PMS SPF Colors
Local 50+ PMS 116
422 with
with Reflex
White Blue
number number

15
30 PMSPMS 116
716 with
SPF
Language WnC SPF
White number
SPF Colors
30 PMS
1550 PMSPMS
716Blue
Process withwith
White number
White number
OIL FREE Language
Large SPF
50
Local 3070 PMSPMS
is Optional
Large SPF
number
OIL FREE
SENSITIVE Language 30 716 with White number
100 Reflex
50 Process
BlueReflex
Blue number
number
Large 50
LargeSPF
SENSITIVE SKIN

SENSITIVE SKIN
Claims
Claims- Local
- LocalLanguage
Language

SPORT ® AccuSpray
AccuSpray “NEW” Communication

Optional
Coppertone Sport logo
AccuSpray logo
English
AccuSpray
tagline
Local Sport SPF Colors
Language SPF
Local
Language
Claims
Local
Language

Coppertone
Coppertone
country
Buildingregulatory
Coppertone
andbrand isGlobal
marketing
Brand
BrandStrategy
Global Strategy
PMS 116 (40%)
PMS 716 (40%)
PMS 474 (100%) - skin
PMS 116 (85%) PMS 116 (100%) - hair
PMS 175 (100%) - dog

PMS 716 (60%)
PMS 474 (100%) - skin

(100%)Blue - dog(100%) -
Tanning
PMS 116 (85%)
PMS 116 (85%) PMS 116 (100%) - hair
country regulatory

PMS 474 Blue Reflex
(100%)
(100%) Blue (100%)
- skin- bathing -
suit/bows
PMS 116 (40%)
PMS 175 outline
474 (100%) and text/(R)
*seePMSpage 4(100%)
for 4/c-- dog
skin
process logo
PMS 175 (100%) - dog
*see page Reflex
4 for Blue
4/c (100%)
process
-
logo

Segment Global
ULTRABranding
ULTRA GUARD
ULTRA GUARD
kids Tanning
Tanning SPF
SPF Colors
Colors
kids
4
Tanning SPF
PMS 021 Colors
kids
water
Segment - 4
8 PMS
PMS 021
339 with
with White
White text
text (CAN ONLY)
(LOTION ONLY)
English
8
Form - 410 PMSPMS
(CAN ONLY)
water BABIES
English Product 4
Local
Form - 10
15 PMS
PMS 339
639 with
with White
water BABIES
Segment
Segment - -
Segment Language 8
text (LOTION
& CAN)
Tanning
English
English
Form --
Language 10 339 with White text (CAN ONLY)
Tanning Product
Form Form 10 PMS 339 with White text (CAN ONLY)
Local
Local CLEARLYSheer
Colors
Local 1515 PMS
PMS
639422 (50%)
with Whitewith
textPMS
(LOTION number
& CAN)
Tanning Language
Language 15 PMS 639 with White text (LOTION & CAN)

30 PMS
PMS
CLEARLYSheer
422
422 (50%)
with with PMS
Reflex
SPF Colors
Blue 716 number
number

30 PMS
50+ PMS
PMS 422
422 with
White number
Local 50+ PMS
Kids/WB/OF/SS/WnC
CLEARLYSheer
Wet ‘n Clear 30
SPF 30 PMS 422 with Reflex Blue number
CLEARLYSheer
SPF
SPF- -
15 PMS SPF Colors
Local 50+ PMS 116
422 with
with Reflex
White Blue
number number
Local
Language 50+ PMS 422 with White number
Local Kids/WB/OF/SS/
15
Language 30 PMSPMS 116
716 with
White number
CLEARLYSheer Language WnC SPF
Kids/WB/OF/SS/WnC SPF Colors
SPF Colors
30 PMS
1550 PMSPMS
716Blue
Process withwith
White number
White number
OIL FREE
Large SPF
15 116 with Reflex Blue number
Claims 50
3070 PMSPMS
is Optional
Large SPF
number
OIL FREE
SENSITIVE Local 30 716 with White number
Language 100 Reflex
50 Process
BlueReflex
Blue number
number
Large 50
LargeSPF
SENSITIVE SKIN

SENSITIVE SKIN
Claims
Claims- Local
- LocalLanguage
Language

Product Shots

Product Shots

Our Portfolio and
Core Claims
Sport & UltraGUARD
Segment Target Group Geography Consumer Benefits Reason to Claims

Insight Believe
Active adults U.S., Canada, Mexico, Special formula for High performance, Durability testing Stays on strong in
Brazil athletic/active adults Durability extreme sweat
conditions
Active adults U.S. Canada, Mexico, Special targeted spray Reduces overspray, Patented technology, Continuous spray you
Brazil for athletic/active adults waste & mess, high durability testing, bag- can control designed
durability in sweat con- on-value works at any to help reduce waste &
ditions angle mess; stays on strong
Active adults U.S. More durable yet Duraflex for high per- Dual polymer system With Duraflex; for
flexible protection formance in extreme extreme sweat
sweat conditions conditions
Moms buying for family U.S., Canada, Mexico, Designed to meet Broad spectrum pro- UVA/UVB protection Protects from the
Brazil whole family needs tection; for the whole most damaging UVA/
family UVB rays
Moms buying for family U.S. Canada, Mexico, Designed to meet Convenience; one spray BOV container works at Protects from the
Brazil whole family needs for whole family any angle most damaging UVA/
UVB rays

Our Portfolio and
Core Claims
Women & Tanning

Insight Believe
Women buying for U.S. Women want protec- Lightweight formula; Product made especial- Fresh clean scents; feel
themselves tion feels light on the fast-absorbing; won’t ly for women for Beach light and clean on skin;
skin for all occasions in clog pores or cause & Pool and Sunny Days face-friendly formula;
the sun breakouts fresh clean scent smell
great
Women buying for U.S., Canada, Mexico, Protection that won’t Won’t clog pores or Tested on acne prone Oil Free; fragrance free;
themselves Brazil cause breakouts cause breakouts; oil skin won’t cause breakouts
free; fragrance free
Sensitive skin U.S., Mexico, Brazil Protection that won’t Gentleness, high pro- Tested on sensitive skin For sensitive skin includ-
consumers irritate sensitive skin tection, won’t cause and rosacea ing rosacea
breakouts
Teens/Young adults/ U.S., Canada, Mexico, Natural looking tan; Classic Coppertone® Monograph claims Moisturizing; water
Color seeker Brazil Gradual Tan is streak scent resistant (except for
free Gradual Tan)

Our Portfolio and
Core Claims
Babies/Kids & Miscellaneous
Insight Believe
Moms buying U.S., Canada, Mexico, Designed specifically Gentleness #1 Pediatrician For Babies delicate skin;
for babies Brazil for baby’s delicate skin High protection recommended Hypoallergenic
Moms buying for kids U.S., Canada, Mexico, Water resistant (80 min); Convenience (sprays) Package design and Sprays at any angle,
(~3-12 years) Brazil convenient / easy for and water resistance monograph claims High SPF, 80 min
moms to apply for kids water-resistant
Moms buying for family U.S. No-whitening / Can be sprayed directly Beach study; Cuts through water;
for water activities clear on skin onto wet skin demos in advertising won’t whiten on
wet skin
Miscellaneous
Adults with Tattoos U.S. Tattooed skin requires Protects tattooed skin; Clinical study on tattoos Protects against UV rays
special care lotion is for sensitive that can fade or blur
skin tattoos
Moms buying for family U.S., Canada, Mexico, Relief from sunburn Provides pain relief Contains benzocaine Fast, cooling pain relief
Brazil from sunburn or minor and triclosan and moisturizes sun-
burns burned skin

Advertising Examples
SUN’S
SUN’SUP
UP
. . MUSIC’S
MUSIC’SUP
UP
. .
YOU’RE
YOU’REOUT
OUT. . TOWELS
TOWELS DOWN.
DOWN.
IT’S
IT’SON.
ON. IT’S
IT’SON.
ON.
New Coppertone
New Coppertone
®
ClearlySheer
®
ClearlySheer
™
for Sunny
™
SunnyBarely
forDays. Days. noticeable,
Barely noticeable,
face-friendly
face-friendly New Coppertone
New Coppertone
®
ClearlySheer
®
ClearlySheer
™
for Beach
™
for& Beach
Pool. &Barely
Pool. noticeable,
Barely noticeable,
face-friendly
face-friendly
sunscreens
sunscreens
that comethatincome
light, in
clean-feeling
light, clean-feeling
lotions and
lotions
sprays.
and sprays.
PerfectPerfect
for those
for those sunscreens
sunscreens
that come
thatincome
light,in
clean-feeling
light, clean-feeling
lotions and
lotions
sprays.
and sprays.
PerfectPerfect
for those
for those
days when
daysyou’re
whenrunning
you’re running
errandserrands
or lunching
or lunching
outsideoutside
with a friend.
with aSo,
friend.
no matter
So, no matter days when
daysyou’re
whensoaking
you’re soaking
up the sun up the
or going
sun orforgoing
a swim.
for aSo,
swim.
no matter
So, no matter
what what
what you’re
whatwearing
you’re wearing
or where oryou’re
whereheaded,
you’re headed,
it’s on. it’s on. you’re wearing
you’re wearing
or whereor you’re
whereheaded,
you’re headed,
it’s on. it’s on.
Face-Friendly
Face-Friendly
| Barely
| Noticeable
Barely Noticeable
| Fresh|Citrus
FreshScent
Citrus Scent Face-Friendly
Face-Friendly
| Barely
| Noticeable
Barely Noticeable
| Refreshing
| Refreshing
TropicalTropical
Scent Scent
Also available
Alsofor
available
Beach &for
Pool
Beach
days& Pool days Also available
Alsofor
available
Sunny Days
for Sunny Days
away from the
awaybeach
from the beach
© 2014 MSD
©Consumer
2014 MSDCare,
Consumer
Inc. All
Care,
Rights
Inc.Reserved.
All Rights Reserved.
Use as directed.
Use as directed.
V E LE
VI SOLEIL !
eau
Nouv
L’écran soLaire
rafraîchissant
PoUr ceUX QUi
ne LÂchent Pas.
L’activité physique sous un chaud soleil d’été peut devenir
difficile. Le nouveau Coppertone Sport® Pro Series™
rafraîchit tout en hydratant votre peau durant l’exercice.
C’est notre Coppertone Sport® le plus innovateur.
eau
Le nouveau Coppertone Wet ‘n Clear ™ se vaporise sur les peaux sèches Nouv
comme sur les peaux humides. Vous n’avez plus besoin de vous sécher
La marque avant d’en remettre. Profitez d’une protection à large spectre UVA/UVB
et du plaisir de faire ce qui vous plaît tout au long de l’été.
d’écran solaire la plus
réputée au pays.* La marque d’écran solaire la plus réputée au pays*.
Afin d’être certain que les produits Coppertone® vous conviennent, lisez bien l’étiquette et suivez le
Afin d’être certain que les produits Coppertone vous conviennent, lisez bien l’étiquette et suivez le mode d’emploi. mode d’emploi. *Sondage de Sélection sur les marques de confiance en 2013-2014. ®/TM Marque déposée
*Sondage de Sélection sur les marques de confiance en 2013-2014. ®/™ Marques de commerce de Schering-Plough Canada inc. de MSD Consumer Care, Inc. Utilisée sous licence par Schering-Plough.
© 2014 Schering-Plough Canada inc. filiale de Merck & Co. Inc., Tous droits réservés.
41160_WNC_CHAT_FR.indd 1 4/11/14 10:51 AM
41160_WNC_CHAT_FR Trim: 7.875" (w) x 10.75" (h) Publication: Chalelaine Art Director: Sandra
Client: Schering Plough Safety: .25" Insertion: June Issue Copywriter: Jen
Client Code: SCH Bleed: .125" Colours: CMYK Mac Artist: Daniel
Product Code: COP

In-store Examples

Brand Contacts
Global Marketing Lead: Lori King lori.king@merck.com
Global R&D Lead: Patty Agin patty.agin@merck.com
Global Product Communications Lead: Jess Ayers jess.ayers@merck.com
Global Packaging Lead: Rebecca Kozak rebecca.kozak@merck.com
Global Project Management Lead: Kyle Wright kyle.wright@merck.com
Global Consumer Engagement Lead: Chris Meringolo christina.meringolo@merck.com
Consumer Insights Lead for GWM: Alex Chapnik alexander.chapnik@merck.com
Consumer Insights Lead for GEM: Jit Papneja jitendra.papneja@merck.com
Tag (Adaptation Agency)

Global Account Director: Kota Murakami kmurakami@tagworldwide.com
U.S. Agency (Havas): Gabrielle Barbuto gabrielle.barbuto@havasww.com

Tag (Adaption Agency) Contacts
Global Aoife Moriarty amoriarty@tagworldwide.com
Kota Murakami kmurakami@tagworldwide.com
Europe Kate Pasola kpasola@tagworldwide.com
North America Tom Armstrong tarmstrong@tagworldwide.com
LATAM Juliana D’Alambert jdalambert@tagworldwide.com

Andrea Fernandez afernandez@tagworldwide.com
Marianna Vidigal mvidigal@tagworldwide.com
Russia Anna Khrekova akhrekova@tagworldwide.com

Dasha Ely dely@tagworldwide.com
APAC Lead Louise Chan lchan@tagworldwide.com
China James Zhang jzhang@tagworldwide.com

Jasmine Wang jwang@tagworldwide.com
Australia/Philippines Sam Patrick Fontanilla sfontanilla@tagworldwide.com
Singapore/Vietnam Ron Ng rng@tagworldwide.com
South Korea Narae Kim nkim@tagworldwide.com
Hong Kong/Taiwan Maggie Ni maggie.ni@tagworldwide.com

Elsie Yu eyu@tagworldwide.com

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global brand book

As with all communication, your

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 2

Our Brand Footprint Communication Guidelines

Other Guidelines & Examples

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 3

The cornerstone of the brand’s powerful equity

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 5

Here we put forward the tenets of who we are

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 6

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 7

Wear & Go Shield Me

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 8

Wear & Go Tanning Shield Me

Attitudes It’s a necessary inconvenience Enjoyable as it allows me to Reliable, prevent future

Key United States Brazil Mexico

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 9

Wear & Go Tanning Shield Me

“I know the sun can “Tanning makes me “I know the sun is

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 10

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 11

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 12

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 13

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 14

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 15

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 16

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 17

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 18

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 19

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 20

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 21

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 22

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 23

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 24

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 25

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 26

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 27

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 28

Emotional Benefit & Equity

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 29

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 30

What it does How I would

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 31

¬ On packaging, 6 color spot logo should

¬ On packaging, if you cannot print 6 spot

¬ The Coppertone® name must always be

¬ There is a 100% reflex blue rule around the

¬ Both the rainbow/little girl & dog and the

¬ Register mark sits at the base of the dog’s

¬ The complete logo (brand name, rainbow

¬ On packaging, the Coppertone® brand name

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 33

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 34

Who are we talking to?

What do we want to communicate?

Why should they believe us?

Where there’s sun, there’s Coppertone® FOR INTERNAL USE ONLY 36

Who are we talking to?

What do we want to communicate?