COPPERTONE

Two New Franchises. One Dominant Brand.

Coppertone was already iconic. But iconic doesn't mean untouchable — and the sunscreen category was evolving fast.

I revitalized the brand by originating two category-defining product franchises: WaterBabies and Sport. Each had its own distinct consumer, its own visual identity, and its own reason to exist — but together they expanded Coppertone's relevance far beyond its original footprint, speaking to parents protecting their kids and athletes pushing their limits in ways the brand never had before.

The result was $163M in annual revenue growth and Coppertone's transformation into the dominant sunscreen market leader — not by reinventing the brand, but by giving it new places to lead.

Sometimes the most powerful thing you can do for an icon is show it where to go next.