Campaign details
Brand: Ann SummersBrand owner: Gold Group InternationalAgencies: MediaCom, IdenticaMarket: United KingdomSector: Clothing & fashion retailMedia channels: Content marketing, Magazines - consumer, Online video, Radio & audio, Sponsorship - mediaBudget: Up to 500k
Executive summary
While the adult and erotic industry in the UK had a one-dimensional view of female customers – the young, fun, liberated and curious – Ann Summers' My ViV (My Very Important Vagina) challenged and changed the category to make sexual confidence the preserve of the many.
This campaign helped generations...