Hawaiian Tropic at Ocean Beach

Brand Partnership & Sampling

The Challenge

Hawaiian Tropic is the quintessential holiday brand, you only have to smell that distinctive scent and you’re there, lying back on a lounger relaxing in the sun with a cold drink in your hand…


But we face a challenge from some pretty heavy competition in the market, both from own label and some other major brands.


Added to that our target audience are not the easiest people to impress.


To gain cut through offering a simple holiday on pack promotion was simply not enough.


We needed to think bigger and better to build on our existing positioning and gain traction.

The Solution

To gain true cut through we wanted to own a memorable moment of the ultimate holiday experience, embedding the Hawaiian Tropic brand at the heart of the party.


Executed through an experiential campaign and activated on pack, in store and amplified online.


Building salience through an extensive presence at the world’s coolest beach party in Ibiza, Ocean Beach.

The result

23,000 samples given out over the summer months,

Amazing engagement and reach in social channels generating up to 10K views per tweet

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