This is the first major advertising effort for Penthouse from Sugartown Creative since its affiliation with Penthouse 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 and is reinventing it as a men’s lifestyle publication.
“Under Mark’s editorial leadership, we have reshaped the content of the magazine to meet the needs of our audience of very real guys. They want Penthouse as an experience that makes them feel like an insider by being informed, entertained and transported to a Life on Top experience,” said Diane Silberstein, president and publisher of the magazine group for Penthouse Media Group Inc.
MyPleasurePet.com emphasizes “Life on Top,” the tagline created by Sugartown to brand the magazine and its content — Penthouse Pets and other models, electronics, sports, cars, health, grooming, and entertainment like films, music and video gaming. While playing on MyPleasurePet.com, users can view content from the current issue of Penthouse magazine available on the newsstand.
The site is an online experience that allows users to flirt and play with Heather and some other Penthouse Pets, with a few surprises — a highlighted "Boss" button does not conceal the Penthouse content, but leads Vandeven to expose her breasts as a large red "Busted!" appears on screen. Users who subscribe to the magazine through the site can download four clips of Heather and other Pets.
Sugartown developed MyPleasurePet.com 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/creative director at Sugartown. “The Pets in the game are sexy, charming and natural comediennes."