This is the first major advertising effort for Penthouse—which has reinvented itself as a men’s lifestyle publication—since Sugartown was named the company’s agency of record late last year. The campaign showcases the new look and feel of the publication under Editor in Chief Mark Healy, a former editor at GQ, who joined Penthouse last year.
"Under Mark’s editorial leadership, we have reshaped the content of the magazine to meet the needs of our audience of very real guys," said Diane Silberstein, president and publisher of Penthouse Media Group’s magazine division. "They want Penthouse [to be] experience that makes them feel like an insider by being informed, entertained, and transported to a ‘Life on Top’ experience.
"MyPleasurePet entices and amuses with some of the hottest women out there, our own Penthouse Pets, while giving the viewer an editorial sampling of varied content in the current issue," Silberstein continued. "It’s fun, funny, and you can’t help but have a great time and want to go out and buy the whole issue."
Sugartown created the tagline "Life on Top" to brand the magazine and its content.
MyPleasurePet site is an online experience that allows users to flirt and have fun with hostess Vandeven and some of her Penthouse Pet friends. Keep Vandeven happy by asking her to perform certain tasks, and you advance in the game; if you make her unhappy, she loses interest. Users who subscribe to the magazine via MyPleasurePet are rewarded with four downloadable clips of Vandeven and her Pet pals.
Sugartown developed MyPleasurePet with digital design company Modern Publicity.
"MyPleasurePet is a really engaging way for guys to see what the new Penthouse is all about," said Fritz Westenberger, co-president and creative director at Sugartown. "The Pets in the game are sexy, charming, and natural comediennes. It’s like a hot girl who can tell a great joke: irresistible."