NATIONAL CAMPAIGN

Hawaiian Tropic
2009-2018

This campaign helped move Hawaiian Tropic away from its more risqué past and reposition the brand as an elevated, experiential beauty brand. Through artful silhouette imagery filled with paradise scenes, the work reframed sunscreen as something transportive, sensorial, and aspirational.

The visual system was designed to scale across print, outdoor, retail, and experiential touchpoints, creating a richer world where product benefits could be communicated with more elegance, warmth, and style. A decade of paradise. Billions of impressions. One iconic brand transormation.

Production context: Pre-AI, photoshop, CGI

A detailed graphic with marketing campaign metrics for Hawaiian Tropic by Grey New York, launched in 2008, lasting 10 years. Includes total impressions over 5 billion, TV impressions over 350 million, out-of-home impressions over 150 million, digital impressions over 2.5 billion, and estimated retail sales over $500 million.

Original Campaign Ads
Print ad campaign that spawned a national rebrand

An advertisement for a sun protection product featuring a silhouette of a woman with a landscape and sky inside her outline. The text encourages the sensation of giving in to a new feeling, with a focus on moisturizing and tropical scents. The bottom of the ad displays three bottles of Hawaiian Tropic products with SPF 50, SPF 10, and other labels, and the tagline 'The Beauty of Sun Protection'.

Instore POP

A display stand in a store promoting Hawaiian Tropic sun protection products. The stand features a silhouette of a woman with a sunset overlay, tropical flowers, and various bottles of sunscreen on shelves. The sign includes slogans like 'Give in to a whole new sensation' and 'Paradise at your fingertips.'
A promotional advertisement for sunscreen with an artistic silhouette of a woman lying down, created with a scenic sunset image inside the silhouette. The text reads, "Feels so Good, you won't believe it's sunscreen," and describes the product as having soothing coconut scents, exotic tropical botanicals, antioxidant-enriched ranges, and SPF protection from UVA and UVB rays. The bottom features three bottles of Hawaiian Tropic sunscreen.
Beachside Tiki lounge with sofas, tropical plants, and candles at sunset, promotional for Hawaiian Tropic sunscreen.

IRL Beach Activation 2

A promotional display featuring a silhouette of a woman with a tropical landscape inside, including a sunset sky, clouds, and palm trees. The text reads 'Paradise at your fingertips' and describes sun protection products with SPF 2-80.
A woman in a white dress stands on a wooden pathway looking at the sunset on a tropical beach, framed by a decorative sign with a woman’s silhouette and palm trees, with the ocean and a beach resort in the background.

Magazine Print

An advertisement for Hawaiian Tropic sunscreen featuring a silhouette of a woman with a sunset and tropical scenery inside her outline, and images of three sunscreen bottles with the slogan "Feels so Good, you won’t believe it’s sunscreen."

Paradise Becomes You Beach Takeover Activation

Women with body paint of beach scenes and flowers walking on the beach during sunset, with a Hawaiian Tropic booth in the background and people relaxing nearby.

IRL Beach Activation 1

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Sunset over a beach with a palm tree in Hawaii, featuring orange and blue sky and ocean waves.

Billboard

Advertisement billboard featuring a silhouette of a woman with a sunset and palm trees inside her outline, promoting Hawaiian Tropic sun protection products at a beachside during sunset.

OOH Digital

A sunset over the ocean with a palm tree in the foreground
Bus stop advertisement for Hawaiian Tropic sunscreen featuring a silhouette of a woman with a sunset landscape inside her profile, and a dog flower in her hair. The ad emphasizes sun protection benefits.

Digital