EVERYBODY is Beach Body Ready!

We provided 35 promotional staff for the launch of On The Beach’s latest marketing campaign in July 2019. And we were more than happy to be involved. Here’s why…

#thisbikinican

For a long time, advertisers have used the slogan “beach body ready” as a means of selling everything from tanning oil to beach towels, bikinis and lotions. But it came with connotations – aimed at women, it suggested that the only time you should uncover at the beach was your body was perfect: sleek, hairless in all the right places and of course, slim with perfect proportions.

The backlash has been huge in recent years and so it was a breath of fresh air to provide thirty five ‘real women’ for On the Beach’s promo event in Manchester recently. With the hashtag #thisbikinican, On the Beach launched its campaign on #NationalBikiniDay, a chance to remind everyone that body confidence is about you being ‘happy and confident in yourself and your body, and the promotional women we provided certainly were.

A powerful message

Of course, it isn’t just holiday provider On the Beach who are taking this line with regard to bikinis and women celebrating their bodies on the beach or wherever they choose to holiday.

A recent advert by Boots has followed a similar vein in which everyone is encouraged to enjoy themselves and be proud of their shape and size, but the real trail blazers were Dove, who launched their first Body Confident campaign in 2014.

For many women, this is just the message they need;. No longer shackled by everyone else’s opinion, to be beach ready in 2019 and beyond, all you need is a body and a beach!

Experiential marketing brands and messages

Advertising and marketing have become so much more than just selling. Marketing today connects with popular opinion and can often be a driving force in making changes for the better. #loveyourbody has been used over 4m times!

Being beach body ready is not the only message that brands have picked up on recently but it shows the increasing value and popularity of marketing products that fit with and are part of popular opinion.

But it also shows the power of experiential marketing as part of an online and social media marketing campaign too. If you had been on Twitter on July 5th you would have seen the tweets On The Beach were sharing not just from the promo staff enjoying the beach in

Manchester (!) but sharing the tweets and updates from others on their bikini bodies, celebrities included.
And this is why experiential marketing – creating a tailored experience so people can connect with your brand – is so very important. It can be a hit offline as it can online – you just need to make sure that your marketing strategy has all bases covered.

Thanks to our 35 brilliant promo staff & extras…

… On The Beach had a sensational and strong start to their current marketing campaign and one that is sure to be successful now that they are also enjoying a strong showing on social media too.

Join in with the hashtag #thisbikinican with @OnTheBeachUK and remember, we are just a phone call away for any of your own experimental marketing campaigns,