Advertising firm Huge chosen as the main creative agency for Coppertone brand

In a significant move, suntan lotion brand Coppertone has announced that it has changed its creative agency partners, appointing IPG agency Huge as its new creative agency of record. This change comes nearly two years after Coppertone got a new parent company, Beiersdorf, which acquired the brand from Bayer in 2019 for $550 million.

The previous relationship between Coppertone and Wunderman Thompson ended in 2019, with the dissolution being a direct result of Bayer announcing the sale of the Coppertone brand. Wunderman Thompson, however, was not involved in the pitch process for the new creative agency partnership.

The end of Coppertone's relationship with Wunderman Thompson marked a turning point in the brand's advertising history, as the significant growth in Coppertone's fame can be attributed to a 1959 campaign from Grant Advertising.

The Coppertone suntan lotion brand emerged out of World War II, and since then, it has been a household name. Now, with Huge on board, the brand is looking forward to integrated marketing efforts to continue its successful journey.

The specific details about the timeline for the selection and onboarding of Huge are not provided. Similarly, the reasons for Coppertone changing its creative agency partners, beyond the end of the relationship with Wunderman Thompson, are not specified in this paragraph. However, it is clear that Coppertone is moving forward with a renewed focus and a new creative partner in Huge.

As for the previous creative agency of record, it was not explicitly mentioned in the available information. The current focus is on the transition to Huge and the opportunities that this partnership presents for the Coppertone suntan lotion brand.