PVH: New Marketing

This last Superbowl, I witnessed a campaign that totally peeked my interest. It wasn't a Superbowl commercial, but it was a campaign designed around it. One of PVH's many brands, Van Heusen, launched a campaign called "The Institute of Style" featuring Pro Football Hall of Fame's Steve Young, Jerry Rice, and Deion Sanders. It was based on a survey conducted by GQ and Van Heusen. The survey was conducted to discover the truth about male fashion, or lack there of, in the United States. What it found was there is need for improvement.

“We felt the men of America were lacking when it came to style and the survey with GQ confirmed it,” Mike Kelly, PVH Corp. Executive Vice President of Marketing. “We are launching the Institute of Style to help guide American men in a way that is also fun and interesting. We are bringing them trusted voices from GQ, ESPN and Van Heusen to help them get their style back.”

Here's the institute of style ad: 

Van Heusen doesn’t stop there; they used the website to challenge men to use their stylistic transformation to win a trip to the Super Bowl. By documenting the before and after photos and submitting them to the “Schlub to Swagger” section of the Institute of Style, they could enter to win. There was a special panel, including the campaign ambassadors Steve Young, Jerry Rice and Deion Sanders, as well as style experts from GQ, Van Heusen and ESPN The Magazine, that selected and rewarded the best entry.The winner and four friends got to fly in a private jet; attend the most exclusive VIP parties, experience a full style makeover, and sit in a suite watching the Super Bowl with Steve, Jerry and Deion. 

I think there is something really special about a campaign that doesn't demand anything from the customer, but rather it invites them to be a part of the brand. The campaign established a bond between Van Heusen and its customer. It connected the audience with the brand in a way that is not invasive, and is actually quite welcome. I can't wait to see what PVH comes up with next.

Nice work PVH, nice work.