Hawaiian Tropic Embarks on Bold New Chapter with Launch of "Tana Sutra" Campaign Featuring Alix Earle
Hawaiian Tropic (EPC) launches its largest creative campaign ever, 'Tana Sutra', featuring social media influencer Alix Earle. The campaign, created in partnership with BBH USA, is a playful Kama Sutra-inspired guide for achieving the perfect tan by changing positions every 15-20 minutes. Shot in Islamorada, the campaign includes a 60-second spot and will be distributed across streaming, digital, social, and out-of-home channels. The initiative will be supported by influencer partnerships, custom mailers, experiential events, and a limited-edition illustrated guidebook.
Hawaiian Tropic (EPC) lancia la sua campagna creativa più grande di sempre, 'Tana Sutra', con la partecipazione dell'influencer Alix Earle. La campagna, realizzata in collaborazione con BBH USA, è una guida giocosa ispirata al Kama Sutra per ottenere l'abbronzatura perfetta cambiando posizione ogni 15-20 minuti. Girata a Islamorada, la campagna comprende uno spot di 60 secondi e sarà diffusa su piattaforme streaming, digitali, social e outdoor. L'iniziativa sarà supportata da collaborazioni con influencer, mailer personalizzati, eventi esperienziali e una guida illustrata in edizione limitata.
Hawaiian Tropic (EPC) lanza su campaña creativa más grande hasta la fecha, 'Tana Sutra', protagonizada por la influencer Alix Earle. La campaña, creada en colaboración con BBH USA, es una guía divertida inspirada en el Kama Sutra para lograr el bronceado perfecto cambiando de posición cada 15-20 minutos. Filmada en Islamorada, incluye un spot de 60 segundos y se distribuirá en plataformas de streaming, digitales, sociales y exteriores. La iniciativa contará con el apoyo de colaboraciones con influencers, mailers personalizados, eventos experienciales y una guía ilustrada de edición limitada.
하와이안 트로픽 (EPC)가 소셜 미디어 인플루언서 앨릭스 얼과 함께하는 최대 규모의 크리에이티브 캠페인 '타나 수트라'를 선보입니다. BBH USA와 협력하여 제작된 이번 캠페인은 카마수트라에서 영감을 받은 재미있는 가이드로, 15~20분마다 자세를 바꿔 완벽한 태닝을 돕습니다. 이슬라마라다에서 촬영된 캠페인은 60초 분량의 광고 영상으로, 스트리밍, 디지털, 소셜, 옥외 채널을 통해 배포됩니다. 또한 인플루언서 파트너십, 맞춤형 우편물, 체험 이벤트, 한정판 일러스트 가이드북으로 지원됩니다.
Hawaiian Tropic (EPC) lance sa plus grande campagne créative à ce jour, 'Tana Sutra', mettant en vedette l'influenceuse Alix Earle. La campagne, créée en partenariat avec BBH USA, est un guide ludique inspiré du Kama Sutra pour obtenir le bronzage parfait en changeant de position toutes les 15-20 minutes. Tournée à Islamorada, la campagne comprend un spot de 60 secondes et sera diffusée sur les plateformes de streaming, digitales, sociales et dans l'affichage extérieur. L'initiative sera soutenue par des partenariats avec des influenceurs, des mailings personnalisés, des événements expérientiels et un guide illustré en édition limitée.
Hawaiian Tropic (EPC) startet seine bisher größte kreative Kampagne 'Tana Sutra' mit der Social-Media-Influencerin Alix Earle. Die Kampagne, die in Zusammenarbeit mit BBH USA entstanden ist, ist ein spielerischer, vom Kama Sutra inspirierter Leitfaden für den perfekten Sonnenbrand, bei dem alle 15-20 Minuten die Position gewechselt wird. Gedreht in Islamorada, umfasst die Kampagne einen 60-Sekunden-Spot und wird über Streaming-, Digital-, Social- und Außenwerbekanäle verbreitet. Die Initiative wird durch Influencer-Partnerschaften, individuelle Mailings, Erlebnis-Events und einen limitierten illustrierten Guide unterstützt.
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The brand's new Tana Sutra guide marks the return of Hot Girl Summer, one playfully provocative position at a time.
SHELTON, Conn., May 15, 2025 /PRNewswire/ -- Hawaiian Tropic, renowned for its signature scent and iconic suncare products, announces the launch of its boldest campaign yet: Tana Sutra, a tongue-in-cheek guide of tan-tric positions to achieve the optimal glow. Featuring social media mega star and it-girl Alix Earle, the campaign empowers people to let their flirtiest, most confident selves shine all summer long.
"This is a breakthrough moment for Hawaiian Tropic. 'Tana Sutra' is the largest creative campaign in the history of the brand," said Veronique Mura, SVP/GM at Edgewell Personal Care. "It celebrates Hawaiian Tropic's heritage as the brand which has been inspiring people to unleash their more fun, sexier selves since 1969. This campaign represents a perfect blend of cheekiness, confidence, and glowing skin – and we are thrilled to have partnered with Alix Earle to bring it to life."
Created in partnership with BBH
Shot on location in Islamorada by LA-based director Aerin Moreno, the campaign spot seamlessly infuses the brand's heritage with Alix Earle's effortless charm. With every frame comes modern femininity, youthful energy and the sun-kissed confidence that has defined the brand for decades.
"Ask any sun-lover, including Alix Earle, and they'll tell you – the secret to an even glow is switching positions every 15 to 20 minutes," said Erica Roberts, Chief Creative Officer at BBH. "That ritual inspired 'Tana Sutra' – our vibrant and flirty glow-getting guide that nods to the brand's iconic history while speaking directly to the bold, radiant energy of now."
The campaign kicks off with a :60 spot, setting the tone for a tantalizing summer ahead. This launch moment will be amplified across key media channels, including streaming, digital, social and out-of-home placements. The storytelling will continue throughout the season with exciting influencer partnerships, custom mailer deliveries, experiential moments, and a limited-edition release of the brand's illustrated Tana Sutra guidebook.
Get in position. Find your glow. Tana Sutra summer is here.
About Hawaiian Tropic:
For over 50 years, Hawaiian Tropic has been inspiring consumers to embrace the goodness of the sun by creating sensorial suncare products that nourish and protect your skin. From our signature scents to the skin-loving ingredients infused in our products, we develop suncare that helps reveal the most beautiful, glowing version of yourself. The Hawaiian Tropic portfolio of products includes the iconic Hawaiian Tropic Dark Tanning Oil, Hawaiian Tropic Sheer Touch, Hawaiian Tropic Weightless Hydration, and Hawaiian Tropic After-Sun, among other offerings. For more information, go to www.hawaiiantropic.com and follow Hawaiian Tropic on Instagram, TikTok and YouTube.
Press Contacts:
Carmen Zanetti, Edelman, carmen.zanetti@edelman.com
Molly Muldoon, Publicis Groupe, molly.muldoon@publicisna.com
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SOURCE Edgewell Personal Care
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