Rip Curl: Search GPS

This case study demonstrates how Rip Curl, a major Australian surfwear brand, halted the long-term sales decline by tapping into surfers' desire to find, capture, relive and share their perfect waves.

Rip Curl: Search GPS

Agency: Y&R Sydney

Objectives

This is the story of how we helped to halt the long-term sales decline - and restore the cultural spark - of a tiring iconic brand in a struggling category.

The surfing industry had been undergoing an industry-wide decline in sales in the years leading up to 2014. Billabong had dropped to 5% of its peak share value1, Quiksilver was heading towards September 2015's bankruptcy filing2, and Rip Curl pulled their $400 million sale to avoid a market wipeout.3

In response, the objectives of The Search were:...

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