Brands attempt to enter Singapore Book of Records for most people applying sunscreen

Mentholatum record attempt

SunPlay, a brand of sunscreen, has attempted to get into the Singapore Book of Records with the feat of the most people applying sunscreen together at the same time.

The announcement:

SunPlay, an outdoor sunscreen line researched and developed by Rohto Pharmaceutical Co. Japan and The Mentholatum Co, organised a “Summer Love Sunplay” event at Sentosa on 23 July 2016 to kickstart its SunPlay campaign in Singapore.

The event, positioned as the ultimate party under the sun for the sun lovers, saw more than 500 people indulging in an afternoon of partying, games and beach activities with guest appearance by local artistes such as Joshua Tan, Tosh Zhang, Tracy Lee as well as popular local DJ Eclipse heating up the dance floor with its energetic music for the dance loving souls.

In addition, participants were also invited to join in a Zumba session where it set the Singapore’s Book of Records for the most number of people applying sunscreen together (

“By delivering the best sun protection products with the most superior watery-like texture and cutting-edge technology, Sunplay believes that everyone should experience maximum outdoor fun with the ultimate outdoor protection. The event is meant to augment the product benefits with the play experience under the sun.” said Shawn Lee, Mentholatum Singapore’s Marketing Manager.

The event was organised in partnership with StarHub, which provided pre- and post-event publicity as well as event management.

“We are proud to partner Mentholatum and IPG Mediabrands for this successful SunPlay event. We are more than just Cable TV ad-sales but with the capability to provide a through-the-line communication support for our advertisers and media agency partners.  It’s a true integration of media solutions driven by smart targeting. All for better results!” said Ms Callie Ng, General Manager of StarHub Media Sales.

This is the first integrated campaign for Sunplay by IPG Mediabrands after being appointed as its media agency this year.

“We adopt an experiential marketing approach for SunPlay and the successful event at Sentosa speaks for itself and is a good kickstart to the overall communication program for SunPlay which include Cable TV, Out-of-home, Print and Digital Media” said Ms May Wong, Senior Business Director.

Source: press release


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