Case Study: ,

Sex, American style

Why positioning is everything …

The issue

The world’s leading sexual wellness brand was looking to compete more aggressively in the US against its entrenched competitor. We were brought in to help devise a disruptive, winning strategy to drive competitive advantage.

What We did

We created a robust qualitative study involving cultural safaris, ethnographies, friendship groups and co-creative workshops. We thoroughly explored the role of sex in committed couples’ lives and the potential white space that our client could own.

The outcome

The phenomenon of 50 Shades of Grey and hook-up apps has liberated sexual attitudes and created an opportunity for our sexual wellness brand to celebrate the intense excitement and fun of sex between committed partners. This contrasted sharply with the machismo of our competitor’s positioning.

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