What's Happening?
Vacation®, a sunscreen brand, is transforming its product into a lifestyle experience by capturing the essence of vacation through its visual identity. Roy Fleeman, VP of Design, leads the creative direction, drawing on nostalgic elements to craft a modern
brand that resonates with consumers. The brand aims to evoke the feeling of vacation, not just through its products but by creating an entire mood that consumers can associate with relaxation and leisure.
Why It's Important?
By focusing on the emotional and experiential aspects of its products, Vacation® is setting a precedent for how brands can differentiate themselves in the crowded consumer goods market. This approach can lead to stronger brand loyalty and consumer engagement, as customers are more likely to connect with brands that offer an experience rather than just a product. The strategy highlights the growing trend of experiential marketing, where brands seek to create deeper emotional connections with their audience.
