From Suntanning to Sunblocking, Coppertone Remains a Summertime Essential After 58 Years

How the sticky goo developed in WWII became the balm for beachgoers

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Joyce Ballantyne Brand enjoyed a long career painting everything from 1940s pinup girls to fine oils, but the image that would make her a legend was for a small suntan lotion company.

It was 1959, and Grant Advertising hired Brand to whip up something for its new client, Douglas Laboratories, which had national ambitions for a product called Coppertone. Its formula was originally developed by a WWII pilot named Benjamin Green (a pharmacist in civilian life), who sought a way to protect American GIs in the Pacific from getting sunburn.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the Aug. 7, 2017, issue of Adweek magazine. Click here to subscribe.