Adrian Butash Helping Sea & Ski With Its Makeover

Like the sun worshippers it targets, Sea & Ski is working to improve its looks–with a little help from veteran marketer Adrian Butash in Santa Barbara, Calif.
The Miami-based skin care company has a new national print and radio campaign from Butash’s agency, Adrian Inc., and has also changed its logo, packaging and collateral materials. A major creative element of the redesign is an abstract “S” curve graphic, which appears on all the visual materials. Adrian Inc.’s print campaign features the color and design of the product line’s packaging.
Ads broke in May issues of fashion and fitness magazines, including Vogue, Mademoiselle and Shape. The tagline: “Sea & Ski. The name you trust in suncare.” Radio spots feature a pop music jingle that emphasizes the tag. –Angela Dawson