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Tropic Labs was a well-loved sun care brand looking to relaunch in body care, to extend its sales and relevance throughout the year.
Beauty and personal care is saturated with brands, content and communications.
The challenge was to cut through this noise with less budget, by being more interesting and relevant than everybody else.
Zag the category’s obsession with generic feel good promises and instead focus on the feeling of escape people so desperately need.
Inspired by the brand, we would inject meaning and emotion into the brand of Tropic Labs.
→ Danish is one of the most awarded strategists in the world, having worked on some of the most iconic brands in the last decade including Virgin Atlantic, Coca Cola, and Volvo. Danish spent his career helping to make modern, connected strategy integral to world-class effective work. A co-founder of Untangld, and a founding partner of By The Network, Danish is also a regular judge at the Effies and WARC Global Effectiveness Awards and a contributor to popular industry rags.
