Brief: Introduce the new sun lotion “Hawaiian Tropic Pink Bits” with a sun protection factor of 50+, which offers maximum protection for those with fair and sensitive skin.

Solution: With a bottle of “Pink Bits” by your side you have the power to turn off the sun. It’s just as easy as using a pull switch. The campaign runs in full-page ads in daily press.

You know with a name like "pink bits" I thought they could have gone way naughtier. ;)

Brand: Hawaiian Tropic Pink Bits Agency: Grey Stockholm Art director: Daniel Backman Copywriter: Marcus Nystrom Creative Director: Martin Stadhammar Final art: Sara Bellafesta, Richard Landérus, Andy Chong

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (4)

  • Wendall's picture

    Can't say I care much for the name. "Pink Bits" sounds like a nude beach for really fat people.

    Jan 19, 2008
  • Mikey_mliano's picture

    "Pink bits" sounds a little dirty to me. Nipples or something maybe?

    Jan 20, 2008
  • caffeinegoddess's picture

    Odd name indeed, considering using the product should prevent pink bits...or so I'd think.

    Jan 20, 2008
  • Andreas-Udd's picture

    New variant on very old idea. Remember the kids who were playing on midnight moonlit beaches that won in Cannes? That was better.

    Also, had a total sense of deja vu when I found this in Resumé today

    Feb 06, 2008