merit
Men’s Wearhouse had gently evolved the old George Zimmer sign off to “Love The Way You Look,” so our idea had to ladder up to that. During audience interviews, one of the things that kept popping up was the feeling Men’s Wearhouse customers got when they looked at themselves in the mirror in a new outfit--their chests puffed up a bit, they smiled, they felt confident, like they could do anything.
And so born was our protagonist: A slightly hyperbolized version of the man who finds confidence in a new outfit, convinced he can do anything.
Our campaign included a new brand voice and positioning, as well as an evolved brand ID from design to photography. We revamped tired in-store executions, reinvigorated their tone and approach to social, and created a full wallet of video spots from :06’s to :60’s. We helped the brand use comedy in a way they never had and were able to do it the right way, with awesome clients who embraced the process whole-heartedly.
Deliverables: Broadcast, Digital Video, Social, Email, In-Store, influencer
For almost 40 years, the Men’s Wearhouse audience has been defined by the brand’s former front man, George Zimmer, and his iconic “You’re gonna love the way you look, I guarantee it,” tag line. Along with that nostalgic line, the brand had become dusty and irrelevant. Their audience was growing older and the online competition was rushing to fill the vacuum that Men’s Wearhouse had caused as it slowly slipped out of relevance.
Men’s Wearhouse had become what we lovingly refer to as a ‘latent icon.’ We needed to shift sentiment away from being ‘your dad’s brand’ and garner mass reconsideration and growth beyond suits in order to connect with new, younger audiences.
Party Land positioned Men’s Wearhouse in a way that made modern sense by uncovering their unique sense of humor.
Our goal for this first campaign was to become relevant to a new audience and since the launch we have seen some very positive results. Unaided awareness grew 3X, broadening the products consumers know Men’s Wearhouse for (key objective - growth beyond suits), with purchase intent also increasing by 3X. Awareness of the creative and linkage to the brand were both +10% in April, strong indicators that the work is breaking through and easily being associated with the brand.
