Case studies Tahiti Homme

We created a partnership with an extreme sports team to drive awareness of the Tahiti Men shower gel.

Tahiti challenged us to help them launch a new male shower gel brand into a market dominated by strong brands, including Lynx. We were given an extremely limited budget to work with.

Our research led to the insight that the target audience was inspired by extreme sports and that the brand values of Tahiti should be closely aligned with escapism, freedom and impact. Partnership with a relevant property would provide an original platform for Tahiti Men to stand out from the crowd.

Our solution was to develop a partnership with France's most famous kite surf team. We filmed a 'Tahiti Men Team Trip' and made the event accessible by holding a competition for amateurs to join the trip and take part in the action. Interviews and behind the scenes footage from this allowed us to win editorial visibility in print media. We evolved the partnership to include sponsorship of a short film that was exhibited at cinemas. Internet content, sports magazines and an instore contests also raised the Tahiti brand profile.

The results showed that awareness of the Tahiti Man brand doubled. We had successfully launched global visibility for the brand on a low budget.