Ann Summers Re-energising an iconic 80’s brand
When faced with a fierce marketplace, Ann Summers tasked us with “getting their difference back”.
We made Ann Summers the ultimate destination of pleasure and female empowerment, not for occasions but 365 days of the year. We ramped up the heat with a series of seasonal campaigns that were fun, erotic and aspirational.
At the time of the Fifty Shades of Grey phenomenon, our campaigns focused on putting the book down and inviting women to set out their own erotic story.
Campaigns aligned across media and instore to create a heightened retail experience.
Operating profit increased by £5m in 1 year.
Like for like retail sales rose 7.6%
Retail week award winner
We’ve been continually impressed by their comprehensive brand planning and creative flair