Energizer Personal Care, the makers of Banana Boat sunscreen, has launched the "Banana Boat Best Summer Ever Sweepstakes" via social media by awarding prizes that include brand gift baskets, movie passes and gift cards.
Digital shop Edelman Digital, part of the PR giant, served as the digital agency for the initiative and parent Edelman is the PR agency.
The promotion is designed to raise brand awareness for Banana Boat's four new sunscreens and is aimed at moms with young children.
People can enter via Banana Boat's Facebook page to spin the Wheel of Fun to win daily prizes and become eligible for a chance to win the Grand Prize Family Trip to a tree-house resort adventure in Oregon. Participants are also entered in the contest by tagging family photos on Twitter and Instagram with the hashtag #BBBestSummer.
Actress Busy Phillips has signed on as paid endorser for the campaign; so has dermatologist Dr. Ellen Marmur.
There are no current plans to expand the campaign beyond the Facebook promotion.
"Whether it's enjoying family time while hiking, playing sports or by the pool, Banana Boat sunscreen provides effective protection and offers a product for everyone in the family," said Carla Luca, senior brand manager, Banana Boat brand sunscreens. "Each product also offers multi-skin benefits that go beyond UVA/UVB protection to meet consumer needs."
Still, while advertising helps to boost Banana Boat brand awareness, the key influencer over actual sun care sales is weather. Last year, for instance, wet and cloudy weather for most of June hurt the company's bottom line. "From a sun-care point of view, our lineup is as strong as ever, just focusing on hydration as well as protection, resonates with consumers. We just need the sun to come out and for it to get hot," says Energizer Holdings' Ward Klein in a call with financial analysts.
Although Energizer Holdings declines to separate ad spend by brand, for fiscal 2013, advertising and sales promotion for the holding company was $439.9 million, down $9.6 million as compared to fiscal 2012. Advertising and promotion as a percent of net sales was 9.8% for both fiscal 2013 and fiscal 2012, and was 11.3% in fiscal 2011, according to financial filings.