Hawaiian Tropic scented poop bags remind dog owners to apply SPF before walking their pups

CHALLENGE

Due to its long-standing traditional advertising that featured stereotypical “fun in the sun” activities, Hawaiian Tropic had become associated with summer days spent at the beach or by the pool. But in reality, just a few minutes in the sun without SPF at any time of the year increases your risk of skin cancer. To promote smarter sun care routines, Hawaiian Tropic needed to promote new, year-round usage occasion people weren't already associated with the product.

INSIGHT

Simultaneously, we saw a 54% increase in dog adoptions due to the WFH revolution sparked by COVID-19. These new pet owners would be spending, on average, 15 minutes outside each day while walking their pups. And just 15 minutes spent outside - without protection - is enough time to increase your risk of skin cancer. This led us to our newest usage occasion: the dog walk.

IDEA

As a reminder to “paws” and apply your sunscreen before you step out to walk your dog, we infused Hawaiian Tropic’s iconic tropical scent into doggy poop bags. Thousands of branded, scented bags sold out in less than 24 hours through our mobile-friendly microsite, which gave them out for free along with coupons for Hawaiian Tropic products. We announced the launch with the help of Insta-famous pet-fluencers and their owners, who drove consumers to the microsite and inspired adorable UGC from our fur-loving fans and followers.

The Results