LOVEHONEY
Driving traffic and brand recall across UK and Australian markets for sexual wellness brand
Lovehoney is the UK’s most popular online sexual wellness retailer. Although popular, they were a ‘niche retailer’ looking for mainstream relevance. The brand wanted to move beyond its identity as an adult toy store and establish itself as a sexual wellness brand for everyday audiences – starting with a major TVC campaign in the UK and Australia.
The challenge
TV clearance has tight requirements for this sector. No products on screen. No explicit messaging. And for the client, any creative running across key sales periods of Black Friday, Christmas and Valentine’s Day needed to clear Clearcast first time, every time. This DRTV needed to be conversion-focused, while communicating the benefits of products that couldn’t actually be shown – and doing it in a way that felt playful rather than niche or uncomfortable.
The approach
The creative solution was to visualise the Lovehoney Effect itself rather than any product. A three-act narrative structure – Anticipation, Exploration, Satisfaction – followed characters through their experience, with Lovehoney’s heart logo appearing on screen like emojis, building in intensity until a comedic, exaggerated finale that landed the brand message with playfulness.
The results
The brand response ad outperformed every previous Lovehoney TVC on awareness and brand recall.
Skylark totally got our brand and helped us make a fun, playful TV ad that felt like us. Even with all our restrictions, they were great at finding creative solutions. The whole team was super easy to work with and the vibe on set was amazing!
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