Sex, American Style | Hall & Partners

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.
About Hall & Partners

Hall & Partners is a global insight agency that specialises in quantitative and qualitative market research, data analytics and strategic consultancy. 

We provide brand performance tracking, customer segmentations, customer and brand experience, predictive modelling, insight engagement platforms, as well as communications and advertising strategy. This is in addition to our award-winning insight platform, The Hub.

Our global team help brands, businesses and organisations in the Americas, Africa, Asia, Europe, and the Middle East inspire growth. Together, we utilise over three decades of insight expertise to solve the toughest branding, marketing, communications, and innovation challenges for our clients.

Hall & Partners is a part of Omnicom’s Communications Consultancy Network.

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