Problem: VS PINK is viewed as a childish, gaudy undergarment brand even though they rebranded to make their clothes more trendy and mature.
Solution: Remind the former buyers of VS's PINK of the monumental moments the brand was there for and inform them that the brand, clothing, and overall aesthetic of PINK has grown up too.

Print Campaign

In Store PR Event 

Pink will release a Rosé line and have an in-store event to tie the campaign back to growing up. The event will allow customers to connect aging and maturity to elegance and sophistication, just like VS PINK's new products.

PR Graduation Gifts

Since we want to relate VS PINK to monumental moments in life, during this campaign they will release PR boxes to graduating seniors that sign up for PINK's emails. This will allow the newer products to get into the hands of their target audience and generate earned media from the receivers of the box.

Social Media Contest

Throughout the duration of this campaign, VS PINK will host a Social Media contest encouraging followers to dig up photos of them wearing VS PINK clothes and post them online for a chance to win a shopping spree. This will help to generate more earned media and get VS PINK in the conversation for Athleisure again.