Thinkbig Launches Strategic Advertising Campaign for Action Sports Leader - Rusty – Program Designed to Reconnect the Brand to its Core Product - the “Custom” Surfboard: Thinkbig, an award-winning Orange County-based advertising agency, today announced the launch of a strategic campaign for surfboard and apparel maker, Rusty. The advertising campaign is designed to differentiate Rusty in the mind of its consumers, by reconnecting the brand to its original core product - the surfboard.
Relax, it’s just business. Doug
Relax, its just business? Thats exactly what guys like Rusty would want us to do. Dont think too much. Be good consumers. Dont ask yourselves, “What kind of surfboards was Rusty selling BEFORE his latest advertising campaign?” “Are they really custom now?” How does the surfing industry define custom?
“define custom” as we’ll now take your order as we have slowly lost sales due to our “sold out” image and consider it as a custom order. custom shapes and custom orders are not synonymous. since we have lost all true connections to the core market we have to hire a “think tank” to think for us. to help us regain our sold out image. lame…as usual R. hype.
according to a world-touring aussie babe, a custom rusty board was when you told rusty you wanted their pointy squashtail and you weigh 190 lbs and have big feet, then they take their standard input data for that pointy squashtail and adjust the data to make that board 1/8 inch wider for your huge feet, send the data to the shaping machine and presto! you have a custom board, only she had small feet and a small board
It’s all marketing. Their board orders will probably go up due to new surfers learning a bit about the past and wanting to be thought of as hard core.
You know back in the mid sixties Dewey Weber had one of the largest advertising campaigns to promote the Weber Performer. Greg Noll had quite a campaign for “Da Cat”. Hap Jacobs for the “422”. My point? It has been done this way for years. remember the fun. Tom
“goes around , comes around” from te viewpoint of 41 years of surfing and a bunch of them in the ‘bizzzness(out of it now thank goodness) Everything thats NEW has been here before—twin fins, single fins, core clothes, hipp in it many forms----hey , it’s surfin’ and as a beach boy said in james mitchers Hawaii----’ there’s Surfin’ and theres Surfin’" just enjoy the ride…
don’t blow a valve boys
So George Greenough you have overcome your fear of email and decided to post? Kirk Putman will you verify!