ALISO VIEJO, Calif., Jan. 5, 2004 (PRIMEZONE) -- 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.
While the action sports industry battles over whether or not the mass-production of surfboards in Asia is a complement or undeniable threat to the surfing culture as a whole, legendary surf brand Rusty has taken a firm stance to champion the legacy of custom craftsmanship and the traditional art of shaping surfboards.
"Our surfboard-focused strategy started last year and has proven to be very successful," said Mike "Shooy" Schillmoeller, brand manager and vice president of marketing for Rusty. "Thinkbig has been a integral part of our marketing team and will continue to push our strategy with the new 2004 campaign by promoting the importance of personalized surfing equipment. Our top priority is delivering the best board for each of our customers, and providing them with innovative apparel to complement their lifestyle."
"Our goal is to break through the status quo that is prevalent in today's action sports advertising. So many brands have taken the easy way out and jumped on the urban-style trend that it's difficult to distinguish them from each other visually," said Andrew Smits, creative director at Thinkbig. "Through this campaign, we aim to present the Rusty brand in a unique and authentic way, designed to connect with the core surfing community. Our approach supports Rusty's fundamental values of producing quality, customized surfing equipment."
Foam-Fiberglass-Fabric-Fun are the campaign's core messages - the basic elements of Rusty's brand. Foam and fiberglass are the materials used to make surfboards; fabric represents Rusty's clothing line, and all of these elements combined result in having fun while surfing. Smits continues, "We felt that using the center wood stringer from the surfboard as a consistent visual element in each ad would be an authentic way to hammer home the fact that Rusty's origins are in being a surfing company above all else."
In 2003, Thinkbig helped Rusty launch five new custom board models - The Pro-ject, '84, BOB, Piranha and CJ Model. As a result of this push, Rusty had one of the most successful summer/fall seasons in 2003 for their custom designed boards and customers now request the boards by their given names. From print advertising and in-store point-of-purchase programs to public relations, Thinkbig continues to help Rusty gain momentum in an increasingly competitive marketplace.
About Thinkbig
Thinkbig is an award-winning Orange County-based agency specializing in advertising, design and public relations geared toward consumer, tech and youth markets. The agency develops integrated marketing campaigns designed to build brand equity and deliver measurable results. By understanding the strengths of specific media outlets and the lifestyle behaviors of the intended audience, Thinkbig enables its clients to reach customers with action-oriented, impactful campaigns. To contact Thinkbig, please visit, www.thinkbigmedia.com, or call (949) 330-6050.
About Rusty
Rusty is an Irvine, CA-based surfboard and clothing manufacturer known worldwide for top-quality, custom-shaped surfboards and an innovative apparel line. Rusty got its start in surfboards in the mid-1980s, and has remained an industry leader. Founded by Rusty Preisendorfer, who has been shaping surfboards for four decades, Rusty Apparel is sold by leading youth sportswear retailers including Pac Sun of California Inc. Visit Rusty at, www.rusty.com .