The Coppertone Girl Is a Little Creepy, Right? Just a Little? [View all]

[yuiyoshida]

Hey, parents! Have you always dreamed of your daughter being known worldwide as an oddly sexualized orange baby whose pants are eternally being eaten off by a dog? Well, your day has come, my friend! Merck & Company is reviving their classic "Coppertone girl" campaign with the "Little Miss Coppertone" contest. The winner gets to show their butt on the internet. Forever.

Through June 22, parents can submit photos of their daughters aged 2-7 (sons are BANNED!!!) to the Little Miss Coppertone Facebook page, where other parents and, uh, sunburned baby enthusiasts, can comment and bicker. Then a panel of judges, including some lady, will choose the finalists.

Revival campaigns like this one use the power of nostalgia as a marketing tool, says one Merck executive:

The contest is another example of what has been called comfort marketing, as Madison Avenue revives, with modern-day twists, familiar brand characters, jingles, slogans and ads. The goal is to appeal to consumers during today's tough times with soothing content but update it to reassure shoppers the products meet today's needs.

"Not only is she a famous trademark, she is a love mark," he said, and has "become a part of the fabric of the American summer."

"Love mark." Ew! (Weirdly, they've decided not to revive the "comforting" tagline, "Don't be a paleface!" )

https://jezebel.com/5907430/the-coppertone-girl-is-a-little-creepy-right-just-a-little''

Yeah this isn't recent but still interesting!