Cannes Lions

Sunscreen on tap

WENDERFALCK, Stockholm / APOTEK HJARTAT / 2018

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Overview

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Credits

Overview

Description

20% of young adults have gotten sunburnt in outdoor dining areas / beer gardens.

From that statistic, our idea was simple. Make Apotek Hjärtat’s sunscreen part of the main reason they visit outdoor dining areas – the bar.

We created the world's first beer tap that served sunscreen for everyone ordering drinks at the bar.

Execution

The solution became Sunscreen on tap – the world’s first bar that served people free sunscreen on tap for every drink they bought in the bar. The installation created a fun visual reminder among the thirsty Swedes, while Apotek Hjärtat reached thousands of people with their own sunscreen, where it was needed the most. The campaign was activated in own and earned channels and quickly became a popular topic worldwide.

Outcome

The news about the rooftop bar that served sunscreen was spread rapidly in media and created a reach of over 60 million people globally. The campaign sparked a huge engagement in social media where people celebrated the initiative, which increased the engagement on Apotek Hjärtat’s Facebook page by 900%! Over 15 liters of Apotek Hjärtat’s own sunscreen brand was served to people in need. All this increased the sales during the campaign period. In the end, the campaign was so effective that it exceeded all goals – giving sun exposed Swedes an interesting reminder of the importance of protecting yourself against the strong sun.

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