Hawaiian Tropic has launched its first major marketing campaign, 'Tana Sutra,' in collaboration with social media influencer Alix Earle, aiming to inject fun into summer tanning practices. This campaign, which starts on May 15, includes a playful twist on the 'Kama Sutra,' showcasing unconventional tanning positions. The strategy not only promotes brand recall among younger consumers but also positions Hawaiian Tropic as a colorful, fun brand, moving away from traditional, serious sunscreen messaging. Accompanying the campaign are influencer partnerships and a limited-run illustrated guide to enhance consumer engagement throughout the summer months.
In a playful campaign titled 'Tana Sutra', Hawaiian Tropic aims to engage younger consumers by focusing on fun tanning experiences instead of traditional serious sun protection messaging.
Hawaiian Tropic's 'Tana Sutra' reintroduction campaign, designed to resonate with a younger audience, supports summer's joy while highlighting the brand's legacy of fun since 1969.
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