Christine Esposito, Managing Editor05.03.21
Sun Bum is rolling out a series of summer protection campaigns, kicking off this May for Skin Cancer Awareness Month. Through its We Are Not Bananas campaign, the brand will cover 50 statues across the country in banana suits to show consumers that they should be protected from head to toe, just like a banana is.
An evolution of its #BananaSuitChallenge, the campaign takes a non-scare tactic approach to spread awareness and sun protection education.
"1 in 5 people will be diagnosed with skin cancer in their lifetime. Sun Bum has always been a source of positivity and community, looking for ways to protect the ones we love, no matter what the circumstance," said Russell Radebaugh, vice president marketing and international at Sun Bum, which is part of SC Johnson. "With our non-scare tactic approach of dressing statues in banana suits, we hope to create great awareness and virality to change the stat to 1 in 6 and remind everyone to use sunscreen daily."
Sun Bum will also take their awareness and education efforts to TikTok and Target. Sun Bum has emerged as a Gen Z favorite on TikTok, with #sunbum organically garnering over 25 million views before even formally entering the platform in April 2021.
Sum Bum is also launching The Summer of Love Collection exclusively at Target this month. It is a line of seven SPF products will showcase the universal symbol of love, a heart, on the packaging in place of the brand's iconic Sonny logo.
The range of statues, sculptures and personalities that will take part in the campaign Kelly Slater in Cocoa Beach, FL and Dolly Parton in Sevierville, TN. Hollywood costume designer Erik Dixon led a team of pattern makers, tailors and local seamstresses in each state to create custom banana suits.
Lastly, two new board-certified dermatologists have joined the Sun Bum family and community, Dr. Angelo Landriscina and Dr. Adeline Kikam, who will provide education on skin health, skin cancer prevention.
An evolution of its #BananaSuitChallenge, the campaign takes a non-scare tactic approach to spread awareness and sun protection education.
"1 in 5 people will be diagnosed with skin cancer in their lifetime. Sun Bum has always been a source of positivity and community, looking for ways to protect the ones we love, no matter what the circumstance," said Russell Radebaugh, vice president marketing and international at Sun Bum, which is part of SC Johnson. "With our non-scare tactic approach of dressing statues in banana suits, we hope to create great awareness and virality to change the stat to 1 in 6 and remind everyone to use sunscreen daily."
Sun Bum will also take their awareness and education efforts to TikTok and Target. Sun Bum has emerged as a Gen Z favorite on TikTok, with #sunbum organically garnering over 25 million views before even formally entering the platform in April 2021.
Sum Bum is also launching The Summer of Love Collection exclusively at Target this month. It is a line of seven SPF products will showcase the universal symbol of love, a heart, on the packaging in place of the brand's iconic Sonny logo.
The range of statues, sculptures and personalities that will take part in the campaign Kelly Slater in Cocoa Beach, FL and Dolly Parton in Sevierville, TN. Hollywood costume designer Erik Dixon led a team of pattern makers, tailors and local seamstresses in each state to create custom banana suits.
Lastly, two new board-certified dermatologists have joined the Sun Bum family and community, Dr. Angelo Landriscina and Dr. Adeline Kikam, who will provide education on skin health, skin cancer prevention.