Aussies love Reef Oil for its evocative, coconut scent.
But it was still seen as an old man’s tanning oil.
To launch its new 30+ tanning lotion we needed to do something different. So we created
a myth – a mysterious tropical cyclone that ravaged the coconuts plantations of the South Pacific.
By happy coincidence they all came floating our way.
After countless mock online and press news stories about the cyclone, the campaign climaxed with hundreds of real coconuts ‘washing up’ on Sydney’s most popular beaches. Each was stamped with a message announcing the arrival of Reef Oil 30+.