Supergoop!’s First Brand Campaign Doesn’t Involve Gwyneth

Sunscreen brand Supergoop! was founded 14 years ago, but it’s never had a major brand marketing campaign. Until Monday, that is.

• The star-studded Good Morning Supergoop! campaign functions as a nostalgic morning TV show, reminding viewers to start the day with SPF.
• It also spans multiple channels, from its well-worn social media accounts to the company’s first date with connected TV (CTV).

Why it matters: 2021—a year after Covid-19 pandemic locked down would-be beachgoers (and, ostensibly, their yearly sunscreen pit stops)—might not seem like the time to double down on marketing investments.

But Supergoop! CEO Amanda Baldwin told us that sales took off last year, since more people were spending time outdoors and in their backyards. At the time, the brand adapted its marketing to reflect that.

• Baldwin told Retail Brew that Supergoop!’s DTC business more than doubled from 2019 to 2020. Other sunscreen brands had a similarly positive 2020.
• Supergoop! CEO Amanda Baldwin confirmed to Marketing Brew that sales were “very much” up over the past year vs. the same time period pre-pandemic.

Zoom out: If Supergoop!’s added revenue helped fund its biggest marketing campaign yet, will other DTC categories that earned extra pocket change during the pandemic do the same?

Brand and creative strategy consultant Aja Singer told Marketing Brew that this could “definitely” be a trend, but Sharma Brands founder Nik Sharma said some brands might opt to invest that $$ in new product lines instead.

Click here to read more about Supergoop!’s new marketing push—and why other DTC brands might follow suit.— PB