Unifying Outdoor Runners with New Athletic Wear: Suncare 

While it isn’t hard to convince beachgoers, pool-loungers, and sunbathers to wear sun protection, the category lacked relevancy for other outdoor activities. AUC ran with the opportunity to help Edgewell brands (Hawaiian Tropic and Banana Boat) make suncare a habit with a plan cemented in education and relevancy. The program targeted outdoor athletes, sending runners and walkers sprinting to Walgreens to make suncare an essential prep step for their strut. 

Edgewell’s “Love your Sun Scene” program combined motivational creative with the right digital tools to help outdoor athletes create custom suncare plans for their routines. We selected strategic media partners to meet them when and where it mattered: on active lifestyle outlets, social media, and their favorite fitness apps. We even used weather apps to send real-time reminders when sun exposure was highest. In Walgreens at the point of decision, interactive shelf screens helped shoppers find their perfect suncare fit within Edgewell brands. The program delivered unprecedented results, with an astounding 88% increase in Edgewell sales and 55% surge in category sales for Walgreens.