Ann Summers appoints Liquid for third-party activity

by Julia Pearlman, Brand Republic 12-Dec-05, 07:00

LONDON - Ann Summers has appointed Liquid Communications to help it branch out with third-party brands and promote its over-18 parties.

The lingerie and sex toy retailer has briefed the agency to recruit partner brands that have access to an affluent female target audience.

Ann Summers parties reach more than 40,000 women a week where organisers hold events at people's houses. These involve the chance to get together and buy intimate products away from the public eye.

The parties are free and offer consumers the chance to have a look at items before they buy as well as order free and arrange discrete delivery. The parties also offer exclusive products and offers.

Hostesses receive special gifts while party guests get the chance to pick up free sex tips.

Stephen Furlonger, promotions director at Liquid, said: "Ann Summers may not be top of people's mind as a potential affiliate partner for many brands, but that would be to overlook the fact that the company offers a unique opportunity for brands to communicate with an affluent female target audience at a time when their barriers to communication are non-existent."

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