Where's Wally ran for the water, followed by a stormtrooper, a mermaid, a sailor, a penguin that looked a lot like Leanne Brown - and was that Matt Cowley in a woman's swimsuit?
The chilly winter sea did not scare off the hundreds of brave swimmers who took to the water for the Papamoa Unlimited's first Polar Plunge yesterday.
Papamoa Beach was spotted with colourful outfits as locals took the plunge for charity.
Event manager Kate Percy said more than 100 people had pre-registered with at least another 100 turning up on the day.
"They were certainly nervous about the cold but excited to dress up and get in the water and to be making a difference.
"It gives everyone a chance to help someone else."
Among those who took part were Tauranga City councillors Matt Cowley and Leanne Brown.
Entry was a gold coin donation and a nomination for a Papamoa-based not-for-profit organisation.
The winner was drawn out after the icy plunge and their nominated charity won $2000, donated by local sponsors.
The Papamoa League Club were the lucky winners thanks to Riki Walls, who took the plunge for them.
"They'll be overwhelmed," he said.
"For a small community group, that's a heck of a lot of money. That'll make a huge difference."
Mr Walls said it was a great organisation to support for what it did for children and families.
"They do a fantastic job and they're very family-orientated."
The $250 prize for Best Dressed went to the 21-strong team from Papamoa Kindy for their co-ordinated blue swimming outfits.
Their flowery hats had been made at kindy and the blue matched their banner, head teacher and mermaid Gill Wright said.
"We're really thrilled ... It was really good fun."
Papamoa Unlimited chairwoman Angela Holman said the group wanted the money to go to Papamoa organisations this year.
"It's about getting the community to help the community," she said.
"It's a tight community, friendly and awesome."