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 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.

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

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
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