Hawaiian Tropic
Challenge
There's a gap between gen Z’s enthusiasm for skincare and their practice of using suncare protection. Traditional sun messaging doesn't land. They want products that multitask, with formulas that feel as good as they perform.
Our ambition was clear: make Hawaiian Tropic culturally unmissable, not just functionally necessary.
Insight
Move the narrative from protection to permission to live their best summer, and look good doing it. The real opportunity wasn't in the product benefits, it was in owning their summer identity entirely.
Influencer suitcase drops
Our influencers didn't just get invites, they received fully curated branded suitcases to unbox and pack. Building pre-departure hype.
Social win
Across Europe, fans competed for tickets to join their favourite influencers with an all expense paid escape to the cove
European pop up tour
Immersive pop-ups in key markets where winners claimed their invitations and the aesthetic came to life IRL.
Flood the feed
Post-trip, we turbocharged influencer content with paid media, flooding feeds and extending the summer far beyond the Cove itself.
Outcome
Hibiscus Cove attendees
Social reach
Newsletter sign ups
And countless summers rejuvenated.