Raising Sun Protection Awareness Among French Consumers Through a Summer Roadshow

To celebrate the 90th anniversary of Garnier Ambre Solaire, the brand wanted to connect directly with consumers through a high-impact brand activation. This initiative was driven by a concerning observation: 1 in 2 French people do not protect themselves properly from the sun. The objective was to raise awareness among both children and adults about the right sun protection habits. While highlighting the different sun care product ranges.

To address this challenge, GLOBE GROUPE designed a Garnier Roadshow travelling across French beaches. Transforming a prevention message into a friendly, useful, and memorable brand experience.

An Immersive Roadshow at the Heart of the Shopper Experience

GLOBE GROUPE designed an experiential roadshow combining education, entertainment, and product discovery. Throughout the tour, brand ambassadors welcomed holidaymakers, allowing them to test products, discover the different sun protection ranges, and receive personalised advice, particularly for families and children.

The experience was further enhanced through a variety of activities designed to increase visitor engagement. Product testing areas, games, holiday journals, collector postcards, a photo booth, and a relaxation area offering free ice cream. Each interaction helped create a strong sense of connection between the brand and consumers.

A Field Activation Designed to Generate Drive-to-Store

By combining a roadshow, brand activation, and shopper experience, Garnier Ambre Solaire created a campaign designed to raise consumer awareness directly within their summer environment.

Furthermore, this field activation allowed consumers to discover the products in a real-life usage context while strengthening brand preference. Through product testing, interactions with brand ambassadors, and various engaging activities. The Garnier Roadshow encouraged product trial and increased purchase intent. Ultimately, this initiative became a powerful drive-to-store tool, naturally guiding consumers from the experience to the point of sale.