Cowan Sydney have been working with Surf Life Saving (SLS) to develop the not-for-profit organisation’s first wholly owned branded offering, a range of sunscreens that includes a daily, sport and kids variant, as well as a zinc stick.

This marks a dramatic departure from the traditional brand licensing model that the not-for-profit organisation has used to generate funds and sets a platform for further growth of an SLS portfolio of consumer products.

SLS recognised that to improve revenue they could leverage the strength of their umbrella brand, which has universal awareness and strong associated personality of trustworthy, professional, caring and fun.

The brand also has a 100 year heritage and serves 150,000 members from ‘nippers’ to elite athletes, providing it with a unique footprint across a massive breadth of consumer profiles.

According to Cowan, research in 2009 showed that the SLS brand was more Australian than Vegemite, Qantas or Holden and that consumers had more trust in the SLS brand than the Red Cross, Salvation Army or DHL.

Yet surprisingly, the brand was not seen as a local brand or one that was associated particularly with young families.

The development of a sunscreen range was the perfect product range to increase visibility of the SLS brand and engage with a broader audience, particularly young families.

The initial direction for the brand was based around beach life and an ownership of that environment. The SLS have a presence on beaches up and down Australia and initially the team explored how to bond the positive associations of beach recreation with the SLS brand.

However, the real breakthrough for the team was recognising that the iconic visual language of the brand such as the balance of red and yellow, the simple typography and the visual contrast that was used on SLS equipment and club houses, could also deliver great standout in store and high visibility on the beach.

The range has been designed to look as if it is a part of the SLS kit bag, which makes it aspirational to men and women, and also gives the brand credibility in a highly undifferentiated market.

The product will be available in SLS clubs and through independent pharmacies. This distribution strategy will give the brand significant support at a grass roots level, and re-enforce efficacy credentials.

While the sunscreen market has increasingly looked to add skincare or cosmetic benefits to create a point of difference, the SLS portfolio embodies a simple return to a product that will provide complete and enduring protection.

The brand fit with an organisation that is founded on principles of protecting Australians, and when called for, saving their lives, is immensely powerful.