Sun Bum: Tom Rinks. The Secrets of a Master Brand Builder (2023)

In this episode, host Guy Raz interviews Tom Rinks, co-founder of Sun Bum, the sunscreen brand that became a significant player in the industry. The conversation begins with Rinks recalling his early career in retail sales and various entrepreneurial endeavors, including creating T-shirts and working with tequila brands. Rinks describes his struggle after a legal battle against Taco Bell over the rights to the iconic Chihuahua character, which derailed his early brand success.

Eventually, he pivoted to launching Sun Bum after identifying gaps in the sunscreen market. He and co-founder Rene Kennedy shared a vision that combined design elements from mid-century modern art, surf culture, and appealing branding. They created an appealing mascot, a yellow ape, and used clever marketing strategies to gain recognition, including engaging artists and utilizing grassroots marketing techniques.

Tom recounts attending surf trade shows, generating buzz for Sun Bum, and ultimately closing a lucrative deal in which Sun Bum was acquired by SC Johnson for $400 million, highlighting a profound trajectory from small beginnings to substantial brand impact. Rinks emphasizes both the hard work and lucky breaks that contributed to his journey, and closes by discussing his commitment to creativity across future projects.