Redefining sexy with a fearless proposition
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