We toured the main beaches of the central district of Chile while our promoters gave out 2000 see-through bags with sunshade poles. These packs were given to people on the beach, but the “umbrella” portion of the sunshade, which actually protects from the sunrays, was not included. At first people were puzzled and tried to put together the poles or looked inside the bag for some surprise. That’s when a second promoter showed up and handed them a sample of Sundown sun block while saying: “Leave your sunshade at home”.

Sales grew in 20% in the central district, where the action took place, rising also on brand recall and positioning the attribute of UV protection that it brings.