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.

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 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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