By protecting the workers most exposed to the sun, Lidherma turned Argentina's iconic beach churro vendors into proof points for daily SPF use.
On Argentina's Atlantic coast, churro vendors are a quintessential element of summer on the beach. Walking for hours under relentless sun, baskets in hand, they're also among those most exposed to UV radiation. Skincare brand Lidherma spotted an opportunity. Partnering with El Topo, arguably the country's best-known churrería, the company equipped beach vendors in Pinamar, Mar del Plata and surrounding resort towns with sunscreen and branded caps, turning them into walking proof points for the importance of daily skin protection.
The activation extended beyond the vendors; promotional teams with customized bicycles distributed product samples and informational flyers. At El Topo's shops across coastal towns, baskets with sunscreen samples sat alongside the churros, and QR codes offered beachgoers the chance to win a year's worth of skincare. Lidherma embedded sun protection into an existing beach ritual — buying churros from a passing vendor — at a moment when people are most exposed to the sun and might not be focused on protecting themselves.
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What makes the campaign land is the specificity of its empathy. Rather than a generic "wear sunscreen" message aimed at holidaymakers, Lidherma focused on the workers whose livelihoods keep them in the sun all day, every day — a group rarely considered in skincare marketing. That reframing does double duty: it gives the brand genuine social credibility while making the sun protection message more persuasive. For brands looking to activate around seasonal moments, the lesson is worth noting — the most effective campaigns don't just meet consumers where they are, they find an authentic angle that makes the message feel discovered rather than delivered.
