Revisiting the Best Ads for Sunscreen

Author

Kevin Fock
January 31, 2025

THIS WEEK’S FODDER
☀️ Good Morning

This is Marketing Fodder. The newsletter that gives you inspiration for your Meta ads.

Today, we’ll be taking another look at the ads of:

  1. Supergoop

  2. Sun Bum

MAIN
Winter Sunscreen

Trends

According to Google Trends, US search interest (over the last five years) for “Sunscreen” looks like this:

How I Analyze Facebook Ads

A great Facebook ad communicates the benefits of the product or service, not solely the features. Think about it like this: a feature makes the product better but a benefit makes the customer’s life better. Features typically describe a physical aspect of the product, while benefits describe a change in the emotional state of the customer.

Alright, let’s see how these companies market their sunscreen:

#1: Supergoop

Why this ad works:

  • The ad copy points out key differentiators from regular sunscreen: being “mess-free” and “hands-free.”

  • The image is eye-catching and provides an idea of the consistency and transparency of the sunscreen, which helps answer to the question: “Which SPF Stick Is Right for You?”

  • The headline section (below the image) asks a nearly identical question, “Which SPF Stick Is for You? I rarely see questions in the headline section, which is strange because it’s a great place to instill curiosity in your target customer.

#2: Sun Bum

Why this ad works:

  • “Snow days are sun days” explains perfectly why the viewer should pay attention to this ad and why this sunscreen is a smart purchase.

  • The image of a branded bag that contains travel size sunscreen is compelling and matches the message of the ad copy.

  • The headline section below the image is not as compelling. I would test different text like, “Are You Covered For Your Next Snow Adventure?”

Thanks for reading!

Stay hungry and see you in the next issue.

-Kevin