Banana Boat, the sunscreen brand whose brightly colored bottles have filled beach bags since its founding in Miami in 1976, is known for its playful and fun persona. But in the last five years, it’s gone quiet. Over that time, it’s hardly faded from public consciousness—the brand sold 29 million units last year and has 84% brand awareness—but consumers were largely buying the brand “on autopilot” and its retailers were looking for the brand to “find our voice,” Jennifer Campbell, its senior brand manager of strategy, told Retail Brew. It’s a common pitfall for legacy CPG brands (or as Campbell likes to call them, “iconic brands”) owned by large conglomerates. Banana Boat’s parent is Edgewell Personal Care, whose portfolio also includes Hawaiian Tropic and Schick. “You’ve been given this tremendous voice and power and knowledge and ability to speak to people because they know you, and we really weren’t doing anything with the voice,” Campbell said. Now, the slightly sleepy sun care staple is getting back on board with its marketing, introducing its first campaign in five years, “Get Outside Stat,” and debuting a new line of sunscreen it hopes will appeal to consumers even when the weather cools down. Keep reading here.—EC | 
