Tracy Feehan, vice president of marketing at Beiersdorf, is developing new ways to keep the venerable Coppertone sun care brand top of mind with today’s consumers.
“As an iconic American brand with a long history of sun protection innovation, our focus is on evolving how Coppertone shows up — combining our science-backed expertise, heritage and performance with modern storytelling, innovation and integrated execution that reflects people’s active lives today,” she said. “My focus is on building clarity around what the brand stands for and ensuring that promise is delivered consistently across brand, media and consumer touchpoints.”
A good example of efforts to modernize the brand is Coppertone Sport’s multiyear collaboration with Ilona Maher, a professional rugby player, social media influencer and contestant on “Dancing with the Stars.”
“The partnership demonstrates how a heritage brand can remain a relevant category leader,” said Feehan. “It reflects a modern definition of strength, performance and authenticity while helping introduce Coppertone to a new generation of consumers.
“Alongside this, we’ve continued to invest in building capabilities — embracing new technologies, strengthening collaboration, and reinforcing a culture rooted in care, simplicity, courage and trust. These efforts position the brand for long-term success.”
Guided by Beiersdorf’s Win with Care strategy, Feehan also oversees the company’s integrated media team. “It plays a critical role in amplifying our brands in a fast-evolving media landscape,” she noted. “Our focus is on using data, creativity and technology to ensure our brands show up with relevance, consistency and purpose — wherever and however consumers engage with us.”
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