Ann Summers Relaunches with Sex
British adult retailer drops Sex and the City inspired viral video on relaunched website
By: Saskia Vogel
Posted: 05/28/2008
LONDON - Adult retailer Ann Summers released a viral Sex and the City-inspired video to coincide with the premier of the new movie based on the hit TV series, reports Retail Week. Released May 26, the video, created by the Cowan Group, is exclusive to Handbag.com for two days, then it will go live on Ann Summers newly relaunched website.
It plays on the "Will he or won't he?" theme of the TV series, depicting a beautiful woman in a stunning array of lingerie disappointed time and time again with her boyfriend's failure to make the right gesture, whether it be flowers for her (and not mum) or a gift of jewelry for her (not cufflinks for him). Using a theme of female empowerment, the woman finally takes matters into her own hands, playfully pulling out a pink adult toy to the cheeky slogan "Why not take him up the aisle?" The video is part of the retailer's website's new look, which has been in development since late 2006.
Of the time spent developing the new site, Ann Summers marketing and business development director Julian Baker told Retail News that they would only put it live when "the entire web concept was perfect." The site, reports Retail Week, is the "retailer's fastest growing sales channel."
For more information, visit AnnSummers.com.
