Case Study: Ann Summers re-energises its brand and boosts sales with Propaganda

Ann Summers boosts operating profit by £5m in 1 year with Propaganda

Ann Summers, an iconic retail brand, faced intense marketplace competition and tasked the agency Propaganda with re-energizing its brand and recapturing its unique difference. The challenge was to reposition Ann Summers as a leading destination for female empowerment and pleasure throughout the year.

Propaganda developed a comprehensive brand strategy that positioned the brand around fun, eroticism, and aspiration. The solution included a series of seasonal campaigns across media and in-store to create a heightened retail experience, encouraging women to create their own stories. As a result, Propaganda helped Ann Summers achieve a £5 million increase in operating profit within one year and a 7.6% rise in like-for-like retail sales.

Ann Summers