Calvin Klein sought a unique and disruptive experience to celebrate National Underwear Day and drive buzz surrounding their #MyCalvins campaign. In line with National Underwear Day’s worldwide movement to promote body image, this brand activation needed to successfully promote confidence and bravery in a society where it is sometimes difficult to embrace such a concept. Calvin Klein teamed up with Food Truck Promotions to customize a food truck that would drive around New York City giving away hundreds of free pairs of limited edition #MyCalvins and ice cream.
What better way to lead the movement and elicit confidence than with a traveling turquoise branded truck imprinted with a gigantic Calvin Klein underwear on its rear? As the Underwear Truck made its way to several locations throughout New York City, namely Bryant Park, Union Square and FiDi, hundreds of New Yorkers were invited to indulge in a fresh new pair of undies and delicious Van Leeuwen Ice Cream on a hot summer day.
The color of your new limited edition underwear embroidered with an ice cream cone depended on the flavored ice cream you ordered: strawberry earned you pink, cookies and cream earned you grey, chocolate earned you black, and vanilla earned you white. Of course, color coordination extended to the sprinkles as well!
An overwhelming number of people from all demographics lined the block, eager to participate in the movement and spread the message in the most familiar way they knew how: social media. They took turns ‘snapping pics’ in front of the Underwear Truck, flaunting their new underwear, holding inflated emojis and hashtagging #NationalUndewearDay and #MyCalvins, ultimately creating a viral experience shared across the world.