Sometimes, a brand just knows when it’s time to shake things up, and Hawaiian Tropic did exactly that. For years, they’ve lived in the world of sun care. But in 2025, they did more than protect skin from UV rays; they made a statement. Enter “Tana Sutra”, a campaign that didn’t just dip its toes in influencer culture; it dove in headfirst.
And it worked.
While most sun care marketing clings to caution, clinical tones, white coats, and scary UV facts, Hawaiian Tropic took a totally different route. They decided to turn sunbathing into an experience that’s cheeky, shareable, and absolutely magnetic to Gen Z and millennials.
At the center of it all? Alix Earle. With over 7 million TikTok followers, she’s not just a creator, she’s a cultural moment. And pairing her with a concept like this, a clever nod to the Kama Sutra, but for tanning, was pure marketing gold.
“Tana Sutra” isn’t just a campaign, it’s a vibe
What makes this campaign stand out isn’t just the influencer or the pun. It’s the full-bodied commitment to storytelling. In the hero video, Alix walks us through five quirky “tan-tric” positions like “The Flip Flop” and “The Selfie Stretch,” with Hawaiian Tropic’s lotions playing co-star.
This wasn’t about pushing SPF numbers. It was about making people feel good, laugh, and want to be part of it. It was a moment that said: summer isn’t just about protection, it’s about radiance, fun, and self-expression.
And the marketing didn’t stop at just a fun video. The guide was made into a limited-edition illustrated book, a collectible that screams social media bait. It had purpose beyond promotion; it created community, curiosity, and tons of organic buzz.
What entrepreneurs and brands can take from this
Let’s break it down. Why did this campaign work so well, and how can others learn from it?
- It disrupted the norm – In a space full of serious messaging, Hawaiian Tropic said, “Let’s have fun.” That shift stood out, especially to younger audiences who love to rally behind brands that aren’t afraid to be bold.
- It wasn’t about product features – Nowhere were they shouting “broad spectrum SPF 30!” Instead, they showed people using the product in ways that felt real, relaxed, and actually fun.
- It rode the wave of influencer culture – Not just any influencer, but someone who already had clout and relevance with their target audience. Alix Earle wasn’t just a face; she brought authenticity to the campaign and drove engagement like wildfire.
According to marketing data firm Klear, influencer campaigns with creators like Earle can drive 60% more engagement compared to traditional ads. That kind of lift can’t be ignored.
A subheading with the keyword: Why “Tana Sutra” is more than a summer pun
The brilliance of this campaign is that it turned something as simple as tanning into an aspirational ritual. It wasn’t raunchy, but it played just close enough to the edge to be memorable.
It’s this balance between playful and smart that made it stick. And that’s a lesson every brand should be paying attention to. You don’t need a massive budget to pull this off. What you do need is bold storytelling, a finger on the culture’s pulse, and a willingness to show up differently.
From playful to profitable: When risk pays off
Let’s not forget: this wasn’t a charity campaign. Edgewell, the parent company of Hawaiian Tropic, reported a dip in overall revenue. But with vacation spending forecasted to drop, this campaign was a way to fight back. And so far? It’s looking like the brand is getting its spark back.
There’s no denying that the campaign put Hawaiian Tropic on people’s minds, and in their carts. When something goes viral and converts? That’s the sweet spot.
It’s worth noting that their reach extended beyond just digital. Streaming, out-of-home billboards, and social ads helped spread the vibe everywhere. This is cross-platform done right.
Final thoughts: What’s your brand’s “Tana Sutra”?
Marketing isn’t what it used to be, and thank goodness for that. People are tired of being talked at. They want to be part of something, to laugh, to feel seen.
Hawaiian Tropic didn’t lecture their audience about sun damage. They invited them into a bold, cheeky little summer world, and people wanted in.
If you’re building a brand or planning a campaign, ask yourself:
What story are you telling?
What emotion are you creating?
And most importantly, would someone share it just because they love it?
Because when you get that right, when your message becomes a moment, sales and smiles follow.
So go ahead. Get inspired. Take risks. And maybe, just maybe, find your own version of this innovative marketing strategy.
FAQ’s
- Why did Hawaiian Tropic choose Alix Earle for their campaign?
Alix’s authentic connection with her audience made the campaign feel more relatable and engaging. - How did the campaign utilize digital platforms effectively?
By spreading content across social media, streaming, and out-of-home ads, they met their audience wherever they were. - What made the “Tana Sutra” campaign stand out?
Its bold, playful approach broke the mold of traditional sun care marketing, making it memorable and shareable.