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:...