Sixty-one year old adult novelty manufacturer Ben Wa has given itself a face-lift with the help of marketing and design consultants RAD Group. Ben Wa will be revealing their new image at this year’s Adult Novelty Manufacturers Expo (ANME) with a full slate of new products, all designed, branded, marketed and packaged with their new look.
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”We heard our distributors' requests for sexy packaging targeted at couples and women," says Colleen Mott, Ben Wa Controller and product designer, “and we are here at ANME to say Ben Wa is listening, Ben Wa is innovative… Ben Wa is sex toys.”
Ben Wa listened in part by bringing in the RAD Group, a marketing and design firm with a mainstream entertainment background. They came on board at the beginning of the year with the intent to match the packaging of each product to the appropriate demographic.
“Packaging and branding are key,” says Tiffany Wright of the RAD Group, “It is our job to know what the sex toy consumer wants, especially when she is hesitant. Ben Wa’s new advertisement and packaging campaign is aimed at women and couples.
Wright points the newly developed My Angel, a 6-inch jelly dong that is enclosed by an angel wing clamshell, as an example of packaging prowess. “It’s just so pretty. The angel wing clamshell makes it very girly. It’s designed to make women very comfortable with purchasing it,” she said.
Distributors and retailers seem pleased with the new Ben Wa. “The packaging is attractive compared to what it used to be. People are re-ordering their stuff and that’s the proof in the pudding. It’s actually the best thing I can say about any product – that’s the definition of a successful product – it sells,” said distributor Jack Stander, owner of the Good Looks Company.
