Ann Summers: Rampant Rabbit

This case study describes a packaging redesign and ad campaign by Ann Summers, the adult retailer, which sought to reposition its Rampant Rabbit product range as a more premium item.

Ann Summers: Rampant Rabbit

Agency: ElmwoodClient: Ann SummersBrand: Rampant RabbitCategory: Packaging: Branded - other

Executive summary

Packaging to stimulate sales

Rampant Rabbit. There's an iconic sex toy if ever we saw one. The fist vibrator to offer simultaneous clitoral and vaginal stimulation, it even scored a mention in Sex and the City. What no one realised, though, was that Ann Summers invented it. With a proliferation of poor imitations on the market, it was time to show the world where the good vibrations started.

In 2011, we were tasked with redesigning and relaunching...

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