It’s rare to find business success stories in this era of global quarantine, but here’s one you might not have seen coming: Sex toy sales are skyrocketing.
While a Los Angeles Times article this week cited sales increases ranging from 30% to 100%, the makers of one product say they saw a 263% increase in year-over-year March sales in the device’s key market of Canada, with American sales up 152% compared to March 2019.
Rather than bask in the afterglow of such a sales explosion for its Womanizer vibrator, WOW Tech Group is stepping up its advertising across Canadian cities with a message that’s good for client and consumers alike: “Stay home.”
The product’s billboards, designed by Toronto agency The Garden and launched in collaboration with retailers Stag Shop and SexxxPlus, are relatively subtle in the sense that they don’t directly call out that the device is a vibrator.
Or at least they’re subtle by comparison to last year’s perfectly written Womanizer billboard, which Adweek named one of the best ads of 2019:
WOW Tech Group
Created by the same agency that made the “Scream Your Own Name” out of home, the new billboards are currently posted in Toronto, Ottawa and Montreal. The Garden’s creative team saw the new campaign as an opportunity to encourage Canadians to embrace voluntary quarantine, even if it meant not always getting to embrace others.
“It’s so important for nonessential workers to keep their social distance right now,” said Lindsay Eady, associate creative director at The Garden. “We saw a fun opportunity to get that message across in a tongue-in-cheek way with a brand whose main focus is self-care. Front-line workers are going out into the world and risking their lives. The least we can do is stay home and masturbate.”...more