Redefining sexy with a fearless proposition

Ann Summers


Attitudes towards sexuality have changed dramatically since Ann Summers launched over 30 years ago. When the UK’s leading erotic retailer challenged us to rearticulate their brand in a way that would resonate with modern women, we knew that getting a female perspective on sex was key.


Working closely with the Ann Summers board, we created a dynamic and emotional customer proposition as an update to the brand’s original mission – ‘To Fearlessly Unleash Sexual Confidence.’ This sense of intrepid self-expression is something shared between brand and customer; a naughty secret to be proud of. Together, we defined a meaningful, compelling and grown-up articulation of the Ann Summers brand that empowered women across channels, products, packaging and store design.


+ Roused the business with clarity and direction
+ Led to a reappraisal of Ann Summers by many audiences. “Is that you, Ann Summers?” – The Telegraph, 2011

“We worked with 20.20 to turn our strategic ambition into an exciting, motivating, emotional and ‘edgy’ expression of the Ann Summers Brand. The work led to the articulation of our Brand Essence, which has informed a total transformation of every aspect of our brand. The team were challenging, strategic, creative, supportive, full of ideas and fun to work with!”

Fiona Davis, Brand Director