Blue Lizard has built its reputation on science, but in Hawaii, sunscreen is about more than protection. By meeting tourists at key moments of their trip, we ensure they can stay outside longer and make the most of their vacation.
Ask: Find a problem in Hawaii and determine how a brand could solve it.
Brand Selection: We selected Blue Lizard for its strong reputation in sunscreen protection, focusing on aligning the brand more closely with Hawaii’s tourism-driven culture.
Problem: Blue Lizard prioritizes sunscreen's protective qualities, but misses the emotional appeal of being outdoors.
In Hawaii, sunscreen isn’t just about protection. It’s about enabling uninterrupted adventure. Blue Lizard’s messaging remains clinical, missing the deeper connection to the joy of staying outside longer. To win here, Blue Lizard needs to be more than a formula, it needs to be part of the vacation experience.
Research: I dug into the minds of tourists to learn what shapes their vacations (and what derails them).
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27% of Americans forget to pack sunscreen when traveling. Hawaii’s intense sun is amplified by its proximity to the equator, making UV rays stronger. Additionally, Hawaii’s white sand beaches reflect 25% of the sun's rays, which increases the likelihood of sunburns. Many tourists don’t realize how quickly they can burn under these conditions, especially if they're not properly protected.
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I conducted over 30 interviews with tourists that showed me sunburns aren’t just painful, sunburns are time-consuming. Tourists with sunburns often find themselves confined to their rooms. This interruption forces them to change their plans, and what should be a rejuvenating vacation turns into a prolonged recovery period.
“We paid all this money to go somewhere tropical. I ended up spending more time indoors than outside because of my sunburn.”
“I only get two weeks off of work a year and I spent my vacation in my room with a cold washcloth on my shoulders.”
Insight: The vacation feels half-empty when you are forced inside from a painful sunburn.
Strategy: Ensure tourists remember the sun for the right reasons.
Campaign Platform:
To resonate with tourists, COOKEDWATCH will reposition sunscreen as more than just a protective tool. By shifting from a clinical, formula-driven approach to an emotional one, COOKEDWATCH will evoke a sense of liberation and enhance the vacation experience.
COOKEDWATCH will be with tourists for every step of the vacation.
We’ll focus on introducing our campaign to tourists right after they land in Hawaii. This will be a critical moment to connect with them as they transition from their travel experience to their vacation. Our messaging will highlight the importance of staying sunburn-free, ensuring that tourists can fully enjoy their vacation without interruption.
We'll emphasize the freedom to explore and relax, without the fear of painful sunburns. We'll position our sunscreen not just as protection, but as the key to extending their time outside and creating unforgettable memories.
After Landing
We’ll collaborate with Marriott to integrate Blue Lizard into the guest experience. Upon check-in, Blue Lizard will be placed in hotel rooms and lobbies, serving as a reminder to protect their skin before heading out into the sun.
We’ll partner with AccuWeather to provide real-time, location-based updates on the sun’s intensity, allowing tourists to plan their outdoor activities with ease. This partnership will enhance our messaging, showing that we’re there to help them stay sunburn-free throughout their stay.
By meeting guests with practical, timely information at a moment when they’re settling into their vacation, we ensure Blue Lizard becomes a trusted companion for their vacation.
At The Hotel
To continue the journey of seamless outdoor enjoyment, we will introduce the COOKEDWATCH Station at Hapuna Beach, located on the Big Island, the sunniest beach in Hawaii.
The station will be a branded experience, featuring Blue Lizard’s unique color-changing technology, mirroring the iconic bottles so tourists can visually see when they’re being protected. Guests will be able to receive free samples of Blue Lizard sunscreen, with additional merch available at the COOKEDWATCH Station. This interactive experience will help tourists monitor the sun’s intensity in real time and act as a reminder to reapply as needed.
At The Beach
Meet The Team
Logan Cooper (XD), Kedi Hickman (CW), Grace Hyde (CBM), Rhiannon Newman (AD), Megan Strodel (ST) & Bailey Wood (AD)