We were appointed by Tropical Sun in September 2012. We were tasked with increasing consumer awareness and giving the brand a personality that shoppers could recognise easily and instantly associate with truly authentic Caribbean foods. Research indicated that once people trialled their products they were converts, so top of Tropical Sun’s wish list was to get people trialling their products and creating a platform for brand affinity by harnessing the brand’s established Caribbean heritage, warmth and fun personality.
We launched an interactive campaign with a difference. At the heart of it – a branded vending machine located on a real Caribbean beach waiting for UK consumers to activate from the comfort of their homes. Through a ‘live feed’ webcam, people could view the nine Tropical Sun products on offer in the machine, and use their one free credit to pick their favourite. They could then watch in real-time as their selection is activated in the machine and a Tropical Sun employee (called Ray) collects, packs up and posts it for the lucky customer to enjoy.