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Sun Bum is a sunscreen that promotes people actively being outside and protecting yourself and the ones you love from the dangers of the sun. They want you to be able to have fun in the sun longer. So Sun Bum isn't just a sunscreen, it's a lifestyle.
Strategy: Make people want to live the Sun Bum lifestyle.
Our target audience is millennials who are free spirits, enjoy outdoor activities like surfing/music festivals, and are also beach bums. For our target, a day at the beach isn't an activity, but a way of life. Our eclectic, quirky collage ads appeal to our target and send them the message to live the Sun Bum lifestyle.
Suns Out, Bums out.
Outdoor print campaign, experiential advertising
Experiential: beach and music festival giveaways, snapchat geotag
At beaches and popular music festivals, Sun Bum will set up a tent to help promote their brand. At the beach, a mini sunscreen bottle and drawstring bag will be passed out. For music festivals, I have designed mini sunscreen bottles and bandanas for specific festivals, including Lollapalooza, Austin City Limits, and Coachella.
Snapchat
At the beach, you'll be able to use the Sun Bum geotag. This filter adds a vintage look to your photo (to coincide with the outdoor print campaign) and has the Sun Bum tagline, Suns Out, Bums Out.