Hawaiian Tropic, the suncare brand, will be relaunched in the new year following the return of the brand’s marketing and distribution to its owners from Warner Wellcome.
Hawaiian Tropic Europe has appointed media buyer Manning Gottlieb Media after it pitched against The Media Centre and John Ayling & Associates to handle a 1.5m above-the-line campaign next year. It will be the brand’s first advertising since 1992 and will include television, press and poster campaigns.
Creative work for Europe is handled in-house. European vice president Frank Murray is yet to decide on whether to appoint a creative agency. Under Warner Wellcome, the dormant account was with J Walter Thompson.
The brand, which is aimed at 16 to 24-year-olds, lags behind market leaders and “family brands” Ambre Solaire, with 25 per cent by value of the market, and Boots the Chemist’s Soltan brand, which has 11 per cent.
Hawaiian Tropic Europe is creating its own sales and distribution network, although 50 per cent of sunscreen sales are through Boots.