Objective: Reviving an Icon – How 5WPR Reignited G-SHOCK’s Legacy for a New Generation
Since its launch in 1983 - a bygone era in the world of technology - G-SHOCK has stood as a cultural icon, known for its bold design and legendary durability. Dubbed “the toughest watch on the planet” by Gear Patrol, it has cultivated a devoted following over the decades.
But even icons risk fading into nostalgia. Just as VHS tapes of The Breakfast Club gather dust, traditional watches face new challenges - especially with the rise of smartwatches, shifting the landscape of what’s considered cutting-edge.
To stay ahead, G-SHOCK has continually evolved through innovation. Even the strongest brands need reinvention. That’s where 5WPR tapped in - the agency aimed to reignite consumer passion for G-SHOCK, refresh its image, and expand its appeal to a broader audience.
Strategy & Execution: Reinventing G-SHOCK’s Digital Presence for Lasting Impact
Diagnosing the Problem
G-SHOCK’s paid media approach lacked strategic audience targeting, creative testing, and automation - leaving untapped potential on the table. 5WPR's mission? Maximize efficiency, boost performance, and position G-SHOCK for scalable growth.
Our Approach: Setting G-SHOCK More than a Minute Ahead
5WPR conducted an in-depth analysis, reviewing G-SHOCK’s quantitative consumer research, running sentiment analysis using our proprietary tools, and mapping insights against emerging trends. From this work, we developed a strategic framework: “Fash and Bash.”
Our goal was to refresh G-SHOCK’s storytelling by emphasizing fashion-forward appeal ("Fash") while reinforcing its legendary toughness ("Bash") - two pillars that would redefine its heritage for a new era.
To bring this vision to life, we launched a high-visibility digital campaign that seamlessly blended influencer partnerships, cutting-edge fashion photography, dynamic ad content, and compelling video content. Our team played an integral role in the creative process - not just behind the scenes, but even appearing in the videos - infusing the campaign with authenticity and passion.
To showcase the “Bash” element, we put G-SHOCK’s durability to the test - literally. From dropping watches off buildings to other extreme stress tests, we captured these moments through a sleek, contemporary visual aesthetic. The result? A bold reimagining of G-SHOCK that honored its legacy while securing its place in modern culture.
Results: Transforming a Cult Classic into a Mainstream Powerhouse
We conducted a deep dive into their paid social advertising, analyzing past and current campaigns, product performance, and competitor strategies to identify opportunities for differentiation. By refining their targeting, optimizing creative execution, and implementing a data-driven testing framework, we delivered breakthrough results:
With a sharper strategy and high-impact execution, G-SHOCK didn’t just maintain relevance - it expanded its reach, turning a once cult-favorite into a dominant force in the market.
