Ann Summers: My VIV

Ann Summers, a sex toy and lingerie retailer, launched My ViV in the United Kingdom to help a wide range of women regain their sexual confidence.

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...

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