Hawaiian Tropic’s Tana Sutra Campaign Uses Alix Earle

Alright, I’m pumped to share this campaign that’s making waves! Hawaiian Tropic just dropped its biggest-ever summer push, called “Tana Sutra”, starring social media influencer Alix Earle. This campaign is a clear move to shake up how sun care brands connect with younger audiences, and trust me, it’s packed with clever ideas you can totally learn from.

Campaign Overview

Let’s talk about what’s really going on here. The campaign takes a playful, almost cheeky approach, inspired by the Kama Sutra—yes, you read that right—encouraging people to change positions every 15-20 minutes to get the perfect tan. It’s bold, memorable, and totally different from the usual beach ads. The creative agency, BBH USA, really leaned into the fun side of sunbathing, making sure it’s shareable across social, streaming, digital, and even out-of-home platforms. Plus, they rolled out:

• Influencer collaborations
• Custom mailers
• Experiential events
• Limited-edition illustrated guidebook

Now, that’s a multi-channel blitz that speaks the language of today’s youth.

Strategic Elements

What’s really interesting here is how Hawaiian Tropic is using humor and a cultural nod to stand out. Instead of just pushing product features, they’re creating a playful narrative around tanning—something that’s actually engaging and memorable.

I’ve seen tons of campaigns like this, but the fact they brought in Alix Earle and filmed in Islamorada shows they’re serious about authenticity and creating buzz. And let’s be honest, the influencer’s reach and credibility are huge for brand engagement.

Critical Perspective

At first look, I think this campaign is pretty solid. It’s innovative, eye-catching, and perfectly timed for summer. But let’s take a closer, more critical look. The real test is whether this playful angle drives sales or just gets a bunch of laughs.

Hawaiian Tropic’s parent company, Edgewell Personal Care, has been trying to reposition the brand as more youthful and fun—this campaign definitely hits that mark. Plus, highlighting at YouTube’s Brandcast 2025 shows they’re serious about owning cultural moments, which can translate into real brand lift if executed well.

Key Takeaways for Marketers

1. Leverage humor, cultural references, and multi-channel storytelling—these elements can make your campaign stand out.
2. Involving influencers like Alix Earle adds credibility and extends your reach.
3. Use a memorable theme—whether humor, cultural nods, or bold visuals—to keep your campaign top of mind.

Alright, hit the comments and tell me what you think about this campaign! What strategies are you guys using? I’m pumped to hear from you!

Juliana Moreau

Marketing Strategist & Brand Consultant. Juliana is recognized for her ability to decipher complex marketing strategies and predict emerging trends, making her analysis indispensable for industry professionals. Her writing cuts to the chase, offering clear, actionable analysis that challenges conventional wisdom and reveals what really drives consumer behavior.