Continues Op's Revival With Print Ads, CD Promo; CHOC Is Next
LOS ANGELES-The tide is high at DGWB as the Irvine, Calif., shop continues its efforts to revitalize the Ocean Pacific surfwear brand and has received a similar charge from a new healthcare client.
The shop last month broke a $4 million campaign for Op comprised of full-page print ads, radio spots and various national promotions, including a music-based link to this summer's 18th Annual Op Pro surfing competition.
The print ads, running in music and surfing magazines and a few trade titles, show Op-clad teens chilling out on and near the beach. One shows three friends squishing their faces against a shop window.
"We're reminding people of what Op's roots are ... [with these images of] warm, sun-drenched fun," said DGWB president Mike Weisman.
The ads' standard beach shots take Irvine-based Op back to basics. But '90s surf culture is "not so much about the board and wave as it is a lifestyle," and one that sees music as a key to its identity, Weisman said. A retail promotion with Spin magazine leverages that broader appeal, offering a free CD and a chance to see the featured bands perform live at the Op Pro in mid-July.
A fall campaign will move Op even further from the beach, Weisman added.
Separately, the shop has picked up the account of the Children's Hospital of Orange County after a three-month review. Also pitching were incumbent Lawrence, Mayo & Ponder, Newport Beach, Calif., and other undisclosed California shops, Weisman said. Billings are estimated at $1 million.
As with Op, DGWB has the task of reviving CHOC's brand, which is no longer "current or top-of-mind," Weisman said. The marketing plan for CHOC includes print, outdoor and radio ads that will break in the fall, as well as direct mail and some community-based programs, he said. ƒ