Ann Summers, UK

Launched over 30 years ago, the Ann Summers brand defined the attitude of a generation of women. Times change, however, and when Ann Summers approached 20.20 to help re-define and articulate their brand for today’s female shoppers, we helped them to see the simple truth. Views on sexuality among young women have changed a great deal over last two decades, so success for the brand meant being current, and moving with the changing attitudes.

20.20 worked with Ann Summers to create a new customer proposition that would resonate with women in Britain today. Collaborating with key board members, and drawing inspiration from the brand’s original mission – ‘To Fearlessly Unleash Sexual Confidence’ – 20.20 created a meaningful, compelling, grown-up expression of the Ann Summers brand that worked across channels, products, packaging and store design.

Re-defining the brand gave the business new clarity and direction. The real success, however, was the feedback from customers, who now felt ‘empowered’ by Ann Summers, and enthusiastic about the freedom and fun offered by the brand.

WARNING: The following video contains images that may offend.