The Volkswagen Beetle Convertible has always been a symbol of freedom and fun. Now it’s also sleeker, faster and gutsier. Everything about the launch of The Beetle Convertible needed to remind people that it isn’t just a car they want to drive, it’s part of a lifestyle they want to have. The unique sunscreen is an unexpected and useful gift that reminds people of this lifestyle.

The Volkswagen Beetle Convertible has always been a symbol of freedom and fun. Now it’s also sleeker, faster and gutsier. Everything about the launch needed to remind people that The Beetle Convertible isn’t just a car they want to drive, it’s part of a lifestyle they want to have. The unique sunscreen was part of a larger effort to inspire new and prospective Beetle Convertible owners by reminding them of the Beetle Convertible lifestyle with an unexpected and useful gift. Our goal was to create a purposeful product with a look, feel and function that’s true to the Volkswagen brand.

We produced 500 units in Canada and delivered them to current and prospective Beetle owners of Beetle Convertibles, as well as influential bloggers. Convertible sales are highly seasonal in Canada, so although the Beetle Convertible is not a high-volume seller, it still remains a unique and important rolling advertisement for the VW brand. Marketing efforts for the Beetle Convertible must therefore support the car in a unique and interesting way, befitting the car. There were no attempts to track the effectiveness of the sunscreen. The intent was simply to reinforce the fun and freedom offered by the Volkswagen Golf Convertible.