Banana Boats' unique structure combined with bright orange color stands out in the category and hasn't been mirrored by the store brand. Banana Boat claims its "No Slip Dry Lotion" is the result of "PowerDri Technology" that it owns. Banana Boat uses symbols as well as words to communicate "Sport". In contrast, Coppertone uses only words. Banana Boat should consider simplifying its hierarchy of communication further. I would look at eliminating "Dri-Blok" as it is fighting the "Sport" communication and move the sport icons under the "Sport" subbrand for visual support. These changes would give some needed space around the Banana Boat brand and provide more room to communicate the benefits of "No Slip Dry Lotion."
Banana Boat Sport vs Coppertone Sport sunscreen
Aug 11, 2007
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