Qualitative work that saw Water Babies rise to the top of the concept mix for Coppertone was done almost 16 years ago.

Kid's suncare? No such category.

Protection from the sun as part of their equity? Not Coppertone's suntan heritage -- in its "tanned" brown bottle!

This #1 suncare product in the world features a large "Water Babies", with a small Coppertone sign-off. and the icon Coppertone girl with the dog tugging at her bathing suit.

Newest for Coppertone? Coppertone Kids* Equal-sized on the label. Their equity has moved by way of Water Babies, so they can lead, not follow with Coppertone on the label for kids.

* the Coppertone Kids concept and line has no affiliation with Stone Soup ... but Water Babies is a one of our proudest moments and fondest memories in new products.