SCHERING-PLOUGH BACKING SUN CARE PRODUCTS WITH $ 30 MIL. AD/PROMO BUDGET
This article was originally published in The Tan Sheet
SCHERING-PLOUGH BACKING SUN CARE PRODUCTS WITH $ 30 MIL. AD/PROMO BUDGET in 1993, including $ 10 mil. for Shade UVAGuard and $ 6 mil. for Coppertone Kids, according to promotional materials to the trade. Both products were launched in March. Shade UVAGuard is being promoted with a network television and national print ad campaign as well as with free-standing inserts, an introductory tear-pad offer and sampling at skin cancer screenings. The Coppertone Kids ad campaign broke in April issues of magazines and on TV in May. Other promotional activities for Coppertone Kids include a mailing of 1.5 mil. $ 1 coupons to mothers of six to 12 year-olds and sales force detailsto pediatricians. The $ 30 mil. ad/promo budget also will support the Coppertone and Water BABIES brands. "Key" Coppertone products will receive network and cable TV support as well as national print and radio ads, according to the promotional materials. Coppertone Sport also will be advertised and sampled to active adults. Ads for Water BABIES products appeared on TV in May and in print in April; both campaigns will continue through July. Other Water BABIES promos include national direct mailings of "Babies Sun Protection" brochures with $ 1 coupons to new mothers and distribution of over 1.5 mil. samples to pediatricians. At a May 4 meeting for securities analysts in Kenilworth, N.J., Schering-Plough noted that first quarter sun care sales were $ 80.4 mil., a 1% decline from the same period last year. Schering-Plough HealthCare Products President David Collins put the 1% first quarter decline in the context of a steep drop in the overall sun care market. Sales of all sun care products were down 25% in January and February, but "our market share hit a five year high," Collins reported. March and April data suggest that the business "came back strong," he added. Besides Shade UVAGuard and Coppertone Kids in SPF 15 and SPF 30, Schering-Plough also introduced 8 ounce "economy sizes" of Coppertone SPF 4 and Water BABIES SPF 30 at the beginning of 1993, the firm said.
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