Hawaiian Tropic Takes Sun Protection to the Masses with Tour

Campaign: Beauty of Sun Protection Tour

Objective: Relaunch the Hawaiian Tropic brand as an indulgent, experiential sun care brand, engaging consumers in “sun markets” with a sampling-anchored brand encounter.

Runs: March-July 2010 in 10 markets. Kicked off in Florida (Panama City, Miami, Fort Lauderdale, Tampa, West Palm Beach) then expanded into California locales (Los Angeles, San Diego, Huntington Beach, Venice Beach, Santa Monica).

Program: A fully integrated program designed to engage Hawaiian Tropic’s consumer target in a complete brand immersion to move consumers to the highest levels of brand adoption. The campaign engages consumers through local market activations consisting of indulgent beach events, guerrilla marketing activities, retail events and local media. The anchor of the experience is a Hawaiian Tropic Beach Cabana (build assets via Turtle Transit, Lancaster, MA) providing consumers with a salon-like interaction. Inside, massage therapists massage consumers with the new Hawaiian Tropic Crème After Sun lotion while educating them on the benefits of sun care protection. Consumers receive free samples and can enter a sweeps (data capture) for a chance to win a trip to a tropical destination.

Leveraged Online:  Via a promotions page within the brands main homepage at hawaiiantropic.com/Promotions/ and on the brand’s Facebook page.

Agency: Stage Active Brand Marketing, Wilton, CT (stage-abm.com)

Staffing by:  Encore Nationwide (encorenationwide.com)