Making everyone wish they were at Coachella with Bondi Sands
Bondi Sands is the Australian made, globally loved self-tanning brand that captures what makes Australian summers iconic and brings that essence to life through its collection of salon-quality formulations that provide an even, naturally golden tan.
To introduce the global launch of Bondi Sands Aero--a new innovation in the self-tanning category--as the agency of record, the Beach House team engineered a series of events in Palm Springs during the world-famous Coachella festival, including the carnival-inspired "Aeroland" launch day party, securing and managing a headlining sponsorship for Neon Carnival with on-site experiential activations, and producing an intimate, educational dinner for media and tastemakers designed to debunk the longstanding self-tanning perception in the US marketplace.
“Emily Ratajkowski at the Bondi Sands Coachella party...will give you serious FOMO.”
HOW DID WE DO IT
Media Relations
Tastemaker Marketing
Thought Leadership
Creative & Art Direction
Strategic Partnerships
Brand Communication Strategy
Product Launch Communications
Desksides
Eventing
Creative Mailers
Contract Negotiation
Influencer Relations
THE RESULT?
The successful Aeroland carnival day party featured guests ranging from Emily Ratajkowski, Maddie Ziegler, Stassi Schroeder, Carli Bybel, Molly Mae-Hague, Pia Muehlenbach, Delilah Belle, Steph Claire Smith, and more -- who created hundreds of millions of impressions across both digital and social media. The agency managed all touchpoints -- from ideation and strategic partnerships to overseeing media relations, production, transportation, music, decor, gifting, food and beverage, sampling, contract negotiation, and talent procurement.
Through our partnership with Bolthouse Productions, the Neon Carnival activation enabled the brand to reach a whole new audience and generated seemingly endless impressions.
Our "Dinner in the Desert" provided a rich educational opportunity for Bondi Sands' founders to share key messages to a captivated audience of tastemakers and press, which resulted in numerous feature story placements, round-ups, and YouTube and Instagram tutorials.
“There’s no better — or safer, or faster — way to get Sydney beach-bunny bronzed than with Bondi Sands.”
“I was impressed to see that the product had transformed my dull and pale skin into something smoother, glowier, and more desert music festival-ready...”
“I gave up on self-tanner until I tried this brand-new Drugstore launch.”
“If anyone knows a good tan, it’s the Aussies. Bondi Sands just launched this foam self tanner that’s not only fun to apply, but quick-absorbing and long-lasting. It also smells like coconuts so you always feel like you’re on a beach vacation.”
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