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Key Takeaways:
- Hawaiian Tropic launched its biggest-ever campaign starring Alix Earle and developed in partnership with creative agency BBH USA.
- “Tana Sutra” introduces Kama Sutra-style tanning positions to help users achieve an even, sun-kissed glow all summer long.
- The campaign includes a short film, influencer activations, and a limited-edition illustrated glow guidebook for fans to collect.
Hawaiian Tropic just dropped its most provocative campaign yet... and yes, it’s still about sunscreen.
The sun-care brand has partnered with Gen Z It-girl Alix Earle and BBH USA to launch “Tana Sutra.”
It's a cheeky Kama Sutra-inspired glow guide that reintroduces Hawaiian Tropic as bold, confident, and ready to own summer.
The campaign officially launched on May 15 and is marked by a 60-second hero film and supporting activations across digital and outdoor platforms.
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Edgewell Personal Care SVP and GM Veronique Mura said that the campaign serves as a "breakthrough moment" for the brand, being its largest by far.
“It celebrates the goodness of the sun and Hawaiian Tropic’s vibrant heritage as the brand which has been inspiring people to unleash their more fun, sexier selves since 1969," she explained.
"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.”
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Meanwhile, BBH USA CCO Erica Roberts said the idea came from real tanning behavior.
“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. That ritual inspired ‘Tana Sutra,'" she shared.
With brands fighting to stay relevant under the sun, creative agencies are crafting sharper, snappier storytelling to help reach younger consumers and strengthen brand identity.
Hawaiian Tropic's shift from a nostalgic sun oil to a confident, modern lifestyle brand is a clear display of that.
Fun Under the Sun
Shot by LA-based director Aerin Moreno in Miami, the campaign oozes girlhood, sun-kissed confidence, and playful sensuality.
In the spot, Earle walks viewers through a series of “tan-tric” positions, a unique way to remind you to reapply tanning oil and reposition every 15 to 20 minutes for an even glow.
Its visuals lean into warm, saturated tones and nostalgic vacation vibes, nodding to the brand’s tropical legacy while updating it for a younger audience.
Overall, I think the ad is a tongue-in-cheek twist on SPF rituals that changes up the usual sun safety script into something flirtier and more fun.
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To take the concept even further, Hawaiian Tropic is also releasing a limited-edition illustrated “Tana Sutra” guidebook featuring bonus poses.
This makes tanning advice into a summer keepsake, something you'd never thought you'd collect.
After the hero film drops, paid media will run from May 16 across social, online video, streaming platforms, and outdoor placements.
A steady stream of influencer content is also planned to fuel engagement throughout the summer.
With “Tana Sutra,” Hawaiian Tropic signals its return to center stage, letting everyone know that it's ready to have a little cheeky fun.
Meanwhile, Edelman and Knorr previously teamed up with Martha Stewart to help fans recreate their fast-food favorites.
The best creative agencies know how to tap into emotion, culture, and timing. Check out the best creative agencies:
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