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'Tana Sutra' illustrates how sunbathers switch positions every 20 minutes to yield an optimal glow.
May 16, 2025
By: Lianna Albrizio
Associate Editor
Alix Earle is taking on Hot Girl Summer in Hawaiian Tropic’s new sultry campaign, “Tana Sutra.”
The tongue-in-cheek campaign illustrates how sunbathers switch positions every 20 minutes to yield an optimal glow.
Tana Sutra, a play on Kama Sutra, provides a guide of tan-tric positions to achieve the optimal glow. Earle aims to empower pool-goers to let their flirtiest, most confident selves shine all summer long.
“Ask any sun-lover, including Alix Earle, and they’ll tell you – the secret to an even glow is switching positions every 15 to 20 minutes,” said Erica Roberts, chief creative officer at BBH. “That ritual inspired ‘Tana Sutra’ – our vibrant and flirty glow-getting guide that nods to the brand’s iconic history while speaking directly to the bold, radiant energy of now.”
Tana Sutra is Hawaiian Tropic’s largest creative campaign to date. It celebrates the brand’s heritage which has aimed to inspire spirited pool and beach goers to unleash their sexier selves since 1969, per Veronique Mura, SVP and GM of Edgewell Personal Care.
From the “Hibiscus Hottie” to the “Miami Mist,” check out all the titillating ways to use Hawaiian Tropic in this cheeky, sun-kissed campaign here:
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