Philips uses direct media to aim sex toy at mature consumers
LONDON - Stuck for the perfect Christmas gift? An intimate massager from Philips probably isn't the first idea that springs to mind.
However, the Dutch electronics giant hopes a festive direct and digital marketing campaign aimed at more 'experienced lovers' will make its first foray into the adult toys market a Christmas number one.
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The mail packs, created by direct agency WDMP, will be sent to existing Phillips customers who will be signposted to a supporting microsite where consumers can register the product in exchange for a milk chocolate heart from Hotel Chocolat. The strap line 'Explore together' will be used across the marketing campaign in the build-up to the winter holiday season.
According to Philips, research has shown that 75% of consumers are open to experiment when it comes to intimate relationships, and the new direct mail campaign aims to target people within the relaxed environment of their own home.
Philips says that the three massagers are the first non-penetrative stimulators, with the unique selling point that they are 'designed to please both partners'. The products are currently available at Boots, Selfridges, House of Fraser and Amazon.co.uk with prices starting at £79.99.
The products' launch was backed by a press campaign created by DDB London with a complementary microsite set up by Tribal DDB.
The new campaign is due to roll out from the end of November.
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Comments
Helen Lee - 18/11/2008
Yes please. Thank you Santa.
Reddick - 18/11/2008
Lucky Mr and Mrs Sample, whoever you are!
CF - 18/11/2008
"non-penetrative stimulator" has to be the least sexy marketing description I have ever heard...
dave scarletsrule - 18/11/2008
How else would you describe it without sounding like a salesman from the erotica expo?!
David Pearce - 18/11/2008
"non-penetrative" ay? Sounds like a challenge to me!
CF - 18/11/2008
dave sr - I know, I know. I was just observing that for something that's supposed to be sexy, that's a really wooden term. But on the other hand, II bet they agonised for days over it... quite a hard one to get right... \(snigger)
Eliska Dobson - 18/11/2008
I would say that it is quite brave of them, however may bring good results!
dave scarletsrule - 18/11/2008
I see what you did there claire...very clever
spikegullsrule - 18/11/2008
More 'experienced lovers'?! This is getting grimmer all the time.
NH - 18/11/2008
hope their database is in good order - i don't want my granny getting one of those mail packs.
gotnoteef - 20/11/2008
I had a friend that used to sell 'adult toys' over the web on a drop-stock basis. The company that sent the stock to the customers used to send out a retailer newsletter every quarter and the last entry was always a 'funny' that related to the industry. One month he relayed the tale of a lady who had gone to the supermarket with some form of 'penetrative' toy still inserted and running - she was having a lovely time until unfortunately she came over 'all queer' in the freezer aisle and, as her kness buckled with pleasure, she fell, cracked her head on a display and had to be taken to hospital in an ambulance. Imagine trying to explain that to the A+E team while they fill in the accident report form!
Eddie Bongo - 21/11/2008
absolute filth...i'll have a dozen.
Richard Longhurst - 26/11/2008
Yes, we've found that people love receiving direct mail and they love it even more when it's got sex stuff in it. Heh. BTW, why do you keep repeating Philip's total-nonsense assertion that these things are "the first non-penetrative stimulators" - never heard of the Hitachi Magic Wand? It's not exactly a niche product - been on Sex And The City, sold in US department stores, available in the UK from sites like LoveHoney for the best part of a decade... Not to mention the hundred or so other non-penetrative massagers we sell.