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Banana Boat at your service

This article was originally published in The Rose Sheet

Executive Summary

New "Protection at your Service" campaign unifies entire Banana Boat sun-care portfolio under one umbrella, Playtex subsidiary says May 12. Print ads and 30-second television spots feature vacationers on a beach shaded by tuxedo-clad butlers wielding big, yellow umbrellas. "The theme of Protection at Your Service truly reflects Banana Boat sun care's commitment to providing the consumer with unbeatable sun protection," Beth St. Raymond, director of sun care at Energizer Personal Care, says. Print ads break before Memorial Day and TV ads are airing now. Campaign slogan - "Now, Later, Longer" - emphasizes benefits of brand's AvoTriplex technology, which offers protection now against sunburn, later against aging, and longer than other sunscreens by preventing UV filters from degrading in the sun, brand says. Banana Boat extended AvoTriplex to most of its lineup this year (1"The Rose Sheet" Feb. 4, 2008, p. 8)...

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