Back to Blue

With tanking sales and millennials feeling “Meh” about the brand, Gap engaged PMH for an overhaul. Over a two-year period, we helped spike all customer brand metrics and drove the best same-store sales in over a decade.

It started with this campaign, designed to get the brand back to its denim roots. By featuring the sons and daughters of the world’s most iconic musicians, we showed how brand DNA, and knowing where you come from, is a powerful thing.