Miss America 2.0

The pageant said goodbye to the bikini competition once and for all.

VMLY&R helped Miss America say goodbye to its most controversial symbol -- the bikini. We found that the swimsuit competition was a key part of the brand’s plummeting relevance and a barrier to reaching its target audiences. So, we removed it from the competition to better target both brand partners and young women. Read more about the full global case study below.