Who: PinkCherry and Wow Tech Group, with The Local Collective for creative.
When & Where: The campaign broke on July 13, with a media buy that is heavily focused on late night news. It’s about adding some “positivity” to nightly routines just as people are heading to bed.
Why: Well, there’s been a lot of talk about sex during the time of COVID. A recent survey of more than 1,500 adults by Leisure Science found that people are having less sex during the pandemic, but that one in five have expanded their sexual repertoire. That expanded repertoire includes sex toys, with Wow Tech Group noting that March sales of its Womanizer vibrator were up 260% over March 2019.
“As the pandemic hit we saw our sales increase similar to grocery delivery chains and as a company we agreed that this would be a good time to create continued awareness for PinkCherry,” says director of marketing Sandy Grguric. “The world is changing and looking for stay at home activities… especially ones that are fun. It’s a great time to continue to build awareness about the fun and cheeky products we carry.”
How: Pretty straightforward really. The 30-second spot is filled with quick-cut visuals of things capable of eliciting a “yes” in a sexual context (licking a lollipop, strawberries in chocolate, an eggplant emoji, etc.) and those that don’t (a cactus, sandpaper), all interspersed with product shots of Wow Tech’s sex toys.
It’s soundtracked by Mozart’s “A Little Night Music,” (or “Eine kleine Nachtmusik” for the purists) with people singing either “yes” or “no” over the corresponding image.
And we quote: “We could all use a little more ‘Yes’ in our lives right now, and that’s what we want to be with our consumers. The place they can say a little more ‘Yes’ with.” — Daniel Freedman, CEO of PinkCherry.
“PinkCherry is a great partner for us at Wow Tech. Their brand is so positive and with the help of PinkCherry and some Wow Tech brands like We-Vibe and Womanizer, we can give people so many reasons to say more Yes!” — Stephanie Keating, head of marketing, Americas, Wow Tech Group.
“We could all use a little more ‘Yes’ in our lives right now, and that’s what we want to be with our consumers. The place they can say a little more ‘Yes’ with.