Situation:
Banana Boat faced significant challenges with consumer confidence due to incorrect reporting of efficacy issues surrounding its sunscreen products. Negative press and inaccurate lab testing from Consumer magazine had eroded trust among consumers, reaching an all-time low.

Goal:
The primary objectives were to rebuild trust in Banana Boat Sunscreen’s efficacy, enhance brand awareness, and strengthen its association with family-oriented “fun in the sun” activities.

Leveraging their existing sponsorship of the Ocean Swim Series across New Zealand provided a strategic platform to achieve these goals.

The What:
I worked closely with the Ocean Swim Series team to leverage this existing sponsorship for Banana Boat focusing on mass sampling and brand integration. With an eye for detail, and experience in mass sampling and event management I managed to negotiate additional added value for Banana Boat form their existing sponsorship relationship.

1. Logo Integration:
   • Negotiated with NZ Ocean Swim Series to update the Series logo and buoys from Orange to Yellow, enhancing visibility and brand alignment for Banana Boat.
2. Sponsored Content Integration:
   • Ensured that sponsored content featuring Banana Boat was prominently showcased on the Ocean Swim Series’ Instagram and Facebook accounts. This included branded posts and stories highlighting Banana Boat’s commitment to sun protection and safe outdoor experiences.
3. Uniform Branding:
   • Negotiated for all crew members to wear Banana Boat-branded uniforms instead of the standard yellow, increasing brand sponsorship presence throughout the events.
4. “Spray Squad” Brand Ambassador Activation:
   • Deployed a dedicated Banana Boat Spray Squad team of brand ambassadors to engage with attendees, sampling various Banana Boat products, educating consumers on key benefits, and demonstrating proper usage.
5. Sampling Initiative:
   • Distributed 5,000 additional samples of Banana Boat Simply Protect new product development (NPD) to event participants via the “Spray Squad” encouraging trial and reinforcing product efficacy.
6. Race Pack Inclusion:
   • Included Banana Boat Sport Sport sunscreen in all race packs, emphasising pre-race application to reinforce usage guidelines and effectiveness.
7. Ocean Kids Medals:
   • Based on insights from popular Weet-Bix Tryathalon, negotiated and introduced branded medals for participants in the Ocean Kids event, creating a tangible takeaway that extended brand exposure beyond the event at no additional cost to Banana Boat.
8. UGC Photo Frames:
   • To maximise engagement and user-generated content (UGC), photo frames branded with Banana Boat were printed and set up at each event. Participants were encouraged to take photos with the frames, creating shareable content that amplified brand visibility across social media platforms.

Logo integration – before in Orange (top) and after (bottom)

Banana Boat Brand Influencers “Spray Squad” Activation

Additional Banana Boat branded merchandise & collateral

Results:
The strategic sponsorship activation delivered significant outcomes:

• Increased Brand Awareness:
  • Enhanced visibility through logo integration and branded uniforms elevated Banana Boat’s presence at all Ocean Swim Series events.
  • Sponsored content on the Ocean Swim Series’ social media platforms increased Banana Boat’s visibility among its target audience, reinforcing the brand’s presence in the outdoor and sun protection segments.
• Increased Engagement:
  • The UGC photo frames successfully engaged participants, generating a significant amount of user-generated content that showcased Banana Boat’s products in action. This content not only expanded reach but also encouraged peer-to-peer recommendations.
• Restored Consumer Confidence:
  • Direct engagement via Spray Squads and extensive sampling initiatives effectively communicated product benefits and usage instructions, rebuilding trust among consumers.
• Market Penetration:
  • Distribution of samples and inclusion in race packs expanded product trial and adoption, driving sales and market penetration.
• Positive Brand Association:
  • By associating with a well-regarded outdoor event series like the Ocean Swim Series, Banana Boat strengthened its brand image as a trusted provider of sun protection solutions, aligning with the interests and values of its target demographic.

Conclusion:
By fostering strong relationships with event organisers and leveraging this existing sponsorship opportunity of the Ocean Swim Series, I helped Banana Boat to successfully revitalise brand confidence and consumer trust amidst reputational challenges.

The integration of sponsored content and UGC initiatives effectively amplified brand visibility and engagement, driving positive consumer perception and market impact in the competitive sunscreen market.

This integrated approach not only enhanced awareness and sales but also reaffirmed Banana Boat’s dedication to providing effective sun protection solutions.

By aligning with their brand values of promoting safe and enjoyable outdoor experiences for families, the initiative underscored Banana Boat’s commitment to consumer safety and satisfaction in the competitive sunscreen market.