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

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-07-13
- Length: 1h 15m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-13-sun-bum-tom-rinks-the-secrets-of-a-master-brand-builder-2023

## Summary

Tom Rinks, founder of Sun Bum, explains how he built a $400 million sunscreen brand by combining surf culture, Scandinavian design, and Japanese streetwear into a cohesive identity. He details the creation of the iconic yellow gorilla mascot and the 'Elvis Principle' of juxtaposing edge with wholesomeness. Rinks also recounts a five-year legal battle against Taco Bell over the stolen 'Psycho Chihuahua' mascot, which resulted in a significant financial settlement that funded his later ventures.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-13-sun-bum-tom-rinks-the-secrets-of-a-master-brand-builder-2023#t=0) Introduction: Tom Rinks and Sun Bum
- [5:04](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-13-sun-bum-tom-rinks-the-secrets-of-a-master-brand-builder-2023#t=304) Furniture Sales and the Surf Michigan T-Shirt
- [18:05](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-13-sun-bum-tom-rinks-the-secrets-of-a-master-brand-builder-2023#t=1085) The Psycho Chihuahua Brand and Taco Bell Deal
- [27:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-13-sun-bum-tom-rinks-the-secrets-of-a-master-brand-builder-2023#t=1635) The Five-Year Legal Battle Against Taco Bell
- [40:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-13-sun-bum-tom-rinks-the-secrets-of-a-master-brand-builder-2023#t=2421) Tequila Branding and the Rinks Canetti Agency
- [49:44](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-13-sun-bum-tom-rinks-the-secrets-of-a-master-brand-builder-2023#t=2984) Designing Sun Bum: The Wood Grain Bottle and Gorilla Mascot
- [1:05:24](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-13-sun-bum-tom-rinks-the-secrets-of-a-master-brand-builder-2023#t=3924) Scaling Sun Bum: The Trojan Horse Display Strategy
- [1:08:19](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-13-sun-bum-tom-rinks-the-secrets-of-a-master-brand-builder-2023#t=4099) Exit to SC Johnson and New Ventures

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Intellectual property](https://hardwarepodcasts.com/topic/intellectual-property)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

founders before launch, companies scaling up

## Mentioned

- Sun Bum (product)
- Taco Bell (company)
- Psycho Chihuahua (product)
- SC Johnson (company)
- Rinks Canetti (company)
- Daily On Tequila (product)
- Coppertone (product)
- Neutrogena (product)
- Hawaiian Tropic (product)
- Method (company)
- U.S. Bank (company)
- Meyer (company)
- Art Van Furniture (company)
- Perrin Screen Printing (company)
- Minolta (company)
- Sidley and Austin (company)
- Made by Dentists (product)

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- [#224 - The Rise of Neuro Gum with Kent Yoshimura](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-25-224-the-rise-of-neuro-gum-with-kent-yoshimura) (The Startup CPG Podcast)
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## Citing this page

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