Challenge

 

During Spring Break 2005, Victoria’s Secret launched a new line aimed at the high school and college crowd. You only get one chance to make a first impression, and this first impression needed to be unforgettable.

 

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Solution

 

We premiered VS PINK with Spring Breakers in Vegas and Miami, the two wildest cities in America. VS models showed up in a VS PINK Hummer with a large plush PINK Dog. Models gave out T-shirts, PINK Dog tags, PINK sun tattoos and small PINK plush toy dogs. We also launched the site PUPPY OR DOG.COM website, like a Hot or Not site where girls could score guys for fun.

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