Scots first for adult play
Superdrug will become the first mainstream high street retailer to launch a range of vibrators this Monday – the new Play range from Durex.
Scotland has been chosen as the test market for the Durex’s new range of vibrators, designed in collaboration with world-renowned product designer Seymour Powell, following the results of the company’s Global Sex Survey.
McCann Erickson Manchester, Durex’s incumbent agency will create the campaign for the launch.
The Scots spend longer on foreplay than anyone else in the UK, according to the Durex Global Sex Survey, so it was a natural decision to launch Durex’s new range of vibrators in 26 of Superdrug’s Scottish stores.
Liz Love, category general manager for Superdrug, commented: “We are delighted to be working with Durex on the launch of this range in Superdrug. Following extensive customer research, it’s clear that these products have increased in popularity and we want to offer our customers the chance to buy them. Everything in the range is discreetly packaged and tasteful – and has been designed for women, by women.”
The Durex Play range includes three vibrators – Wand, Charm and Little Gem. They have been designed with the advice of leading sexperts like TV’s Tracey Cox and top product designers Seymour Powell.
Martyn Ward, UK managing director of Durex, said: “It’s obvious from talking to women in Scotland and the rest of the UK that sexual attitudes are really changing. We are all becoming more at ease with our sex lives and more demanding about having better sex.
“We are delighted that Superdrug decided Scotland was the ideal test ground for the range, after all, our own Global Sex Survey showed that the Scots are the most considerate lovers in the UK and are among the most adventurous.”
Following its launch in Scotland, it is anticipated the Durex Play range will be rolled out in other Superdrug stores throughout the UK in July.