The pleasure principle: Doc Johnson tours pop-up pop art installation
Posted: October 10, 2017
Doc Johnson is attempting to connect with new audiences, spark conversations, and generate excitement for pleasure products in general with a new initiative called the Pop Up Pleasure Machine. The company has transformed a traditional vending machine into a pop art pop-up containing a selection of its high-end products, including the Tryst multi-erogenous silicone massager, the Buzz Liquid Vibrator, and the multi-coloured American Pop! Mode plug, plus Doc Johnson merchandise.
The installation will be a feature at various events around the US, which will be flagged up on Doc Johnson’s social media channels in advance, and it made its first appearance in Downtown Los Angeles, on Friday October 6th, for Whitney Bell’s press-magnet exhibition, I Didn’t Ask for This: A Lifetime of Dick Pics, which recently caused a stir in San Francisco. The next day it could be seen at the city’s Boomtown Brewery for a party at the Disco Dining Club – an underground bi-monthly supper club which has been described as “Los Angeles’ most decadent dinner party”.
“Our new campaign, the ‘Pop Up Pleasure Machine’, aims to expand our reach, and drive awareness of the Doc Johnson brand amongst a millennial audience in particular,” said Doc Johnson marketing executive Erica Braverman. “We’re finding that people, and millennial men and women especially, want to break the ‘sex toy taboo’ with us; and they also want to engage with brands in an authentic, experiential way.”
“The point of this project is really not about the sale of individual products, but is more so a unique and interesting way to connect with a new audience – while also sparking conversation and generating excitement for pleasure products in general,” said Doc Johnson COO/CCO Chad Braverman. “I think that this pop-up concept is right on brand for us, and something that people will love getting involved in.”
Scott Watkins, Doc Johnson VP of sales and marketing, added: “While customers can already see our products in retail stores across the country, we wanted to provide another way to create top-of-mind awareness for people who wouldn’t have otherwise thought of sex toys as a holiday gift. Our retail and distributor partners should prepare for an influx of demand for Doc Johnson products in general—with a particular focus on Tryst, Buzz and our American Pop! collection.”