Ann Summers Valentine's push to star size-16 'real woman'

Lucy Moore: to front Ann Summers' Valentine's Day marketing drive
Lucy Moore: to front Ann Summers' Valentine's Day marketing drive

Ann Summers will use a size-16 "real woman" to front its Valentine's Day marketing following a public vote to find the star of the campaign.

Lucy Moore, a 20-year old student from Portsmouth, scooped 22% of the vote in a poll hosted on the Ann Summers website.

The vote was publicised via a television campaign that set out to find "the sexiest face in the UK".

Twelve women finalists then starred in an ad shown on ITV2 in November, after being chosen from a total of 4,000 entrants.

Lingerie and sex toys retailer Ann Summers will use images of Moore in its store windows from 19 January, while the student will also star on the cover of the Ann Summers Valentine's Day catalogue.

Moore will also give her lingerie-buying tips throughout the catalogue and on the brand's website.

Ann Summers says the appointment of a "real woman" as the face of its campaign is one of many firsts for the brand since it was relaunched in early 2011.

The television campaign highlighting the competition was the first time the brand had embarked on television activity, while it also recently launched a new store concept at its flagship store in Westfield Stratford City.

Ann Summers is also busy striking a number of commercial partnerships, including one with Shop Direct and another with relationship counselling charity Relate, which will see the launch of a "sex census".

Follow Matthew Chapman at @mattchapmanUK

 


Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour