Lovehoney has launched a ‘humorous and cheeky’ new TV ad campaign for its sex toys and lingerie that features bonking furry rabbits, spanking with a fly swatter, and a happy, satisfied couple crashing on a bed in a post-coital glow – though UK television broadcasting restrictions prevent any sex toys appearing, even though the ad will be shown after the 9pm watershed when more adult content is permitted.
Lovehoney was the first sex toy company to advertise on TV in the UK and the firm says its previous ads, which featured couples talking about their positive experiences shopping at Lovehoney, have helped boost annual sales to £55 million and profits to increase by 79% to £3.7 million. But the Bath-based firm’s brand and marketing director Helen Balmer identified believes that UK consumers are ready for a new approach.
The aim is to convert the millions of adults currently considering buying sex toys into Lovehoney customers with ads celebrating the fun sex toys can bring to a relationship along with Lovehoney’s customer service and discreet packaging. The ad, which started showing on British TV on Thursday July 21st and it is being widely shared on social media, was created in conjunction with Brave, which describes itself as ‘a creative agency that de-risks brave commercial decision making by being creatively courageous, strategically forensic, digitally progressive, data smart and behaviour driven’.
Helen Balmer commented: “We selected Brave because they really got our market, our brand and applied our insight. They developed a brilliant creative which is totally on brief and brand. When we tested the concept with consumers they loved it, describing it as exciting, humorous and playful. It’s a little bit cheeky and is really getting talked about. Everyone who has seen it ends up with a big smile on their face.”
Balmer led a creative team which included from Brave group account director Claire Knowles, creative head Caroline Paris, senior producer Emma Smalley and director Mary Clerté from Partizan. Knowles said: “We were delighted to work with Lovehoney to create a real category-shifting TV ad, to entice couples to enhance their sex lives in the pursuit of sexual happiness for everyone.”
Balmer added: “We work hard with the regulators to create ads appropriate for post-watershed schedules. No sex toys are featured in the new ad, and instead we have lots of innuendo – a staple of British humour.”