Hawaiian Tropic taps Alix Earle for ‘Tana Sutra’ campaign
Hawaiian Tropic has tapped content creator Alix Earle to star in its new campaign.
The “Tana Sutra” initiative focuses on ways to achieve a sun-kissed glow. It was created to inspire 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."
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The campaign kicks off with a commercial and will be amplified across streaming, digital social and out-of-home placements, the brand shared.
"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."
