Free Sunscreen Swabbing

The dream of 10 in every 10 guys on the beach has come true at last. At least for the guys who enjoyed their summer on the beaches or Floripa. The old technique of asking the hot girl under the next parasol if she 'would not mind swabbing some sunscreen' as an excuse to make conversation, or just to catch a feel of that smooth feminine touch was the insight that led to the creation of a groundbreaking service, dubbed 'free sunscreen swabbing'. Beer brand Sol (especially because Sol means Sun in Portuguese, and it has got everything to do with a nice tan...) surprised the audience on the shores of Santa Catarina's capital by taking a group of hot models to render that much needed service with lots of fun included. Also, whoever accepted the service got to taste a sample of ice-cold beer, at the spot.

And girls also got their share of fun! Beefcake models also applied sunscreen on their back, which had a great repercussion among an audience which is hardly ever remembered by the beer industry.

Even more unexpected than the free sunscreen swabbing, perhaps, were the suntan tattoos. All men in the staff displayed the brand log on their back, in a suntan mark. How could they go unnoticed?

During four weekends in a roll the action dropped jaws among the many tourists and locals who walk by the Island's exuberant beaches every January and February. The activity was created by Mazah Live Marketing, and achieved its goes of combining sample tasting and brand experience in the same activity, with a display of Sol's saucy and democratic spirit, and creating a huge buzz among people on the beachfront.

Category:

Entertainment

Tags:

• beer
• sol
• brazil
• mazah
• live
• marketing
• guerilla
• publicity
• viral
• buzz
• advertising
• commercials
• entertainment
• news
• short
• film