Their need
La Roche-Posay sought to leverage the **San Andrés Athletic Race** as a strategic platform to increase awareness of **Anthelios Pro Sport**, a sunscreen specifically designed for athletes, highlighting its scientific backing and its unique skin-protection benefits during physical activity. In addition, the brand aimed to reinforce the exclusivity of its American product portfolio, available only in San Andrés, generating brand awareness, product trial, and recall among athletes and consumers focused on wellness and skin care.
How did we do it?
Penta developed a brand experience centered on wellness, sports, and dermatological science during the **San Andrés Athletic Race**, creating interactive spaces and product trial opportunities to engage directly with athletes. Through a premium activation aligned with La Roche-Posay’s brand DNA, the campaign showcased **Anthelios Pro Sport** and the island’s exclusive product portfolio, combining product experience, brand visibility, and a message focused on advanced skin protection before, during, and after physical activity.
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