Discover how Ann Summers became part of ITV content when it turned Love Island’s Firepit and Hideaway into hotspots for desire and intimacy. From heart-pounding challenges to seductive outfits, Ann Summers made its mark.
And the results? Outfits sold out in a flash, while the Hideaway's play wardrobe witnessed a mind-blowing 800% sales surge.
I’m extremely proud of the fact that we have driven social and cultural change. I have always wanted women to be empowered, and we’ve given them that opportunity.Jacqueline Gold CBE, Ann Summers’ Executive Chair.
Despite its powerful purpose around sexual empowerment and equality, the nature of adult retail can mean fewer options when it comes to finding partners or reaching mass audiences.
But 2022 saw the spark of a new relationship, when Love Island’s Exec Producer was looking for ways to spice up the villa.
The environment can be the most powerful driver of a message. Our 2019 study - The Quiet Power of Product Placement - saw that fully integrating a brand into the heart of a narrative is the most elegant way to enhance memory encoding, without raising a sense of rejection when exposed to the audience.
The big idea
As a brand built around fun, relationships, sex, desire and intimacy, integrating Ann Summers within Love Island would be natural and authentic.
Across the Summer ’22 and Winter ’23 series, our idea would place Ann Summers into two of the villa’s most iconic spaces: around the Firepit, and within the intimacy of the Hideaway – a sanctum of privacy, where couples go to take their relationship on to the next stage. Ann Summers would help them on their way.
We started by coupling up around the Firepit, with a one-off islander trial #HeartRateChallenge!
First, the boys sat by the firepit, each wired up to heart rate monitors.
One-by-one, in came the girls to perform a dance along the line of boys. 5 of them were dressed in Ann Summers clothing and fantasy outfits and the winner was whoever’s dance had raised heart-rates the most!
We then invited Ann Summers into the intimacy and privacy of the Hideaway, to help stock our new ‘play cupboard’. Couples were greeted by a range of seductive outfits and accessories as they explored the Hideaway together.
Items were aimed at both the boys and the girls, making it a place of fun - and safety - for all. Both the Firepit and Hideaway produced fantastic clips and compelling content for Ann Summers’ social media, showcasing their links with the show.
The results
In terms of driving social and cultural change, Ann Summers and Love Island are extremely well matched.
The partnership helped drive sales by highlighting featured products in-store and online, supported through timely social posts.
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Every outfit featured in The Heart Rate Challenge sold out within a matter of days
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Sales of products featured in the Hideaway’s play wardrobe grew by an incredible 800%
