Hawaiian Tropic Launches 'Tana Sutra' Campaign to Energize Suncare Under Edgewell Personal Care
- Edgewell Personal Care's Hawaiian Tropic launches "Tana Sutra" campaign to promote fun and engaging sunscreen application.
- Veronique Mura emphasizes the campaign's milestone significance for Hawaiian Tropic, celebrating self-expression since 1969.
- The campaign aims to connect with younger audiences through creativity, community, and positive body image in suncare.
Hawaiian Tropic Launches Innovative "Tana Sutra" Campaign to Revitalize Suncare Engagement
Hawaiian Tropic, a leading brand in the suncare industry, embarks on an ambitious marketing journey with the launch of its latest campaign, "Tana Sutra." This unique initiative, inspired by the Kama Sutra, introduces a playful guide featuring social media influencer Alix Earle. The campaign presents a series of tan-tric positions designed to promote the application of sunscreen in a fun and engaging manner, encouraging users to change their position every 15 to 20 minutes for a flawless tan. Veronique Mura, Senior Vice President and General Manager at Edgewell Personal Care, underscores the significance of this campaign as a milestone for Hawaiian Tropic, which has championed self-expression and confidence since its inception in 1969.
The "Tana Sutra" campaign captures the essence of Hawaiian Tropic's heritage while appealing to a younger audience. By incorporating playful elements and creative positioning, the initiative not only highlights the brand's commitment to promoting safe sun practices but also aims to foster a sense of community among users. Positions such as the "Selfie Stretch" and "Miami Mist" showcase Earle's vibrant personality, making the sunscreen application process an enjoyable and interactive experience. Shot in the picturesque setting of Islamorada by director Aerin Moreno, the campaign blends the carefree spirit of summer with modern social media trends, establishing a connection with today's consumers.
As Hawaiian Tropic rolls out "Tana Sutra," the brand strives to inspire a new generation to celebrate their skin and embrace the joys of summer. This campaign represents a strategic shift towards more innovative and relatable marketing methods, aligning with the values of creativity and fun that resonate deeply with millennial and Gen Z audiences. By prioritizing both enjoyment and effective sun protection, Hawaiian Tropic positions itself as a forward-thinking leader in the suncare market, ready to meet the evolving needs of its consumers.
In addition to the campaign, Hawaiian Tropic continues to explore ways to engage its audience through social media platforms, where the vibrant visuals and playful messaging can thrive. The brand's focus on community building and positive body image further reinforces its commitment to empowering individuals to confidently express themselves while enjoying the sun. With "Tana Sutra," Hawaiian Tropic not only aims to enhance its brand image but also to redefine the suncare experience for a modern audience.