Ocean Pacific’s Big Ad Wave Breaks in Magazines, Music

Ocean Pacific Apparel Corp. launched a $4-million multimedia ad campaign, the surf wear maker’s first major marketing blitz in a decade.

Magazine ads showing slice-of-life scenes featuring “everyday beach kids” began appearing last month in various magazines, including Surfer, Surfing, Spin and Rolling Stone. Radio spots also are promoting Op’s products and its annual summertime Op Pro surfing contest in Huntington Beach.

“The brand probably hasn’t had a significant advertising campaign for at least the last 10 years,” Chief Executive Dick Baker said. “So this is a significant departure from recent history.”

Privately held Op is using music to connect with its core customers, youth ages 12 to 20. Op and Spin are creating 100,000 alternative rock CDs that will be given away by some retailers--including Sports Authority sporting goods stores and Lamont’s and Belk’s department stores--beginning Memorial Day weekend. None of the stores have locations in Orange County. The nearest will be the Sports Authority stores at Ontario Mills or in Oceanside.

Op’s young men’s clothing sales are expected to double in 1999, compared with last year, while juniors should grow by about 75%, Baker said, declining to provide figures.

“The whole purpose of the advertising campaign is to support the success we’re currently enjoying at retail,” he said. “We believe the time is now to market the brand in a modern, relevant way.”