“It’s a shaggin’ wagon, come on in! I literally have candy.”
Sex Nerd Sandra
Making a taboo product a topic of conversation.
IN A TABOO CATEGORY, THE WE-VIBE® BRAND WAS CREATED TO CHALLENGE THE NEGATIVE PERCEPTIONS SURROUNDING SEX TOYS WITH A LINE OF TOP QUALITY, ENVIRONMENTALLY-CONSCIOUS PRODUCTS DESIGNED TO ENCOURAGE PASSIONATE AND PLAYFUL EXPLORATION.
YET, DESPITE BECOMING THE WORLD’S #1 COUPLES VIBRATOR, APPEAL WAS STILL LIMITED TO A VERY NICHE AUDIENCE OF CUSTOMERS.
MIGHT WEbroaden the appeal of a niche product and grow the category opportunity?
We started by giving it a new name – Sync.
Chosen to help connect the product to its primary benefit: promoting intimacy between couples. We also gave it an elevated package design, quite distinct from the obvious approach of many others on the shelf.
For launch, traditional advertising channels were unavailable due to media restrictions facing the entire category. So we created our own solution that got We-Vibe® out of the “dirty mags” and onto the streets of NYC in broad daylight. It started with an insightful rally cry that almost all couples can relate to.
Make sex exciting again.
ANY WAY YOU LIKE IT
Have you tried the mower? We-Vibe Sync stays in place, so you don’t have to.
Feel closer than ever. Touch, tease and turn her on from anywhere.
SPICE GONE WRONG
Make sex exciting again with the new We-Vibe Sync.
We continued the playful messaging into the retail channel.
We did so by promoting discovery and helping to make the shopping experience more approachable.