Sun Bum has announced the launch of its first-ever ‘Trust The Bum’ US tour to spread sun safety awareness.
The sun care specialist’s nationwide roadshow will distribute full-sized SPF products and create local brand activations with a “characteristically laid-back twist”.
It forms part of Sun Bum’s broader mission to engage younger consumers with its light-hearted, yet education-driven, messaging on sun care.
The tour begins on 19 April with a free taco truck pop-up in Soho, New York, featuring full-size giveaways, a hand-painted mural of Sun Bum’s mascot Sonny and immersive brand experiences.
Over the coming months, the campaign will travel to ten cities across the US, including San Francisco, New Orleans and Austin.
Each stop will feature locally-inspired activations tailored to the community.
To connect with its Gen Z audience, Sun Bum is collaborating with a roster of creators, including Bretman Rock, Ana Stowell and Graydon Cutler, who will share exclusive behind-the-scenes content and help drive excitement around the campaign.
In tandem with the roadshow, Sun Bum is also continuing its partnership with the Skin Cancer Foundation for the third year running to sponsor the ‘Destination Healthy Skin’ tour.
The initiative provides free, full-body skin cancer screenings from board-certified dermatologists in cities across the country.
“We are hitting the road to share good vibes and help people protect their skin while they are out enjoying the sun,” said Evan Slater, Sun Bum’s CMO.
“It is about educating without preaching, and creating a memorable experience that connects people to our products and purpose.”
With a focus on accessibility and education, the ‘Trust The Bum’ Tour aims to make SPF part of the daily routine by meeting consumers where they are.
The tour will run through summer 2025, with dates and locations available via Sun Bum’s official website and social media channels.
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