HAWAIIAN TROPIC – ENDLESS SUMMER

THE BACKGROUND:
Hawaiian Tropic had appointed Perrie Edwards as a brand ambassador, but without a clear role she was simply just there. At the same time the brand didn’t have a clear narrative and was still mostly seen as a “summer only” product, even though SPF is for every season.

THE IDEA:
I created Endless Summer – a creative platform to show that Hawaiian Tropic could live beyond the beach months. To launch it, I tapped into The Culture Wire social newsroom I’d built at Buddy. At the time, the “hard launch” trend was everywhere – people were hard launching anything and everything – so I thought, why not hard launch Perrie for Hawaiian Tropic? That moment became the kick-off for Endless Summer.

From there, Perrie became the brand’s unofficial Chief Glow Officer, giving her a role fans could actually get behind. I scripted numerous social videos, worked closely with her management and directed a full content capture day to make sure the campaign had the right tone. We then tapped into Perrie’s fan communities to build hype, which all led up to a secret gig designed to surprise fans and drive awareness.

The results? By tapping into fan culture – especially fan communities and accounts on Instagram and TikTok – the campaign pulled in over 1M organic views. Fans filmed and shared the gig, showed off Hawaiian Tropic products and created countless fan edits. Endless Summer has grown into an ongoing platform and is now set to enter a new era in autumn 2025.