Lovehoney conducts Canadian campaign
Lovehoney, a UK-based online retailer specializing in sexual products, has begun a new advertising campaign in Canada and the US. Called “Love How You Love,” the national campaign consists of radio and digital ads, as well as a television commercial. The 15- and 30-second executions depict conversations about sex between couples as they consume media together. In addition, Lovehoney is sponsoring the Rogers Media program Intimately You with Dr. Jess. The campaign was developed by Virtue, a subsidiary of Vice Media Group. Media work is being handled by Crossmedia, with public relations support from Lida and EQPR.
“Our vision is to become the world's leading sexual happiness brand, synonymous with a healthy, happy sex life,” said Helen Balmer, global director of Lovehoney. “We undertook extensive quantitative and qualitative research with North American consumers to understand their motivations and attitudes towards sex and the role of sex toys. This identified that there is a big opportunity with current active users and potential considerer's and that the Lovehoney brand is well placed to spark conversation between couples.”