As creative agencies increasingly create their own brands and products, renowned creatives including The Monkeys creative partner Micah Walker, Wieden + Kennedy Portland senior creative Justine Armour and Mojo Sydney CD Pim Van Nunen have launched a range of vibrators called Smile Makers.
The creative collective designed the products, from concept and product to packaging and communications. The products sit under the Ramblin Brands holding company, but the creative collective also owns an undisclosed stake in the products.
The range of sex toys, named The Fireman, The Tennis Coach, The Millionaire and the Frenchman, launched today. The products are aimed at “vibrator virgins” who don't like to visit sex shops, and are available online, and will soon be sold in health and beauty departments of retailers.
Walker told AdNews: "The most exciting part of this is the co-ownership and co-creation aspect. We hadn our IP and ideas invested from the very beginning, so instead of just making some advertising, we were able to get involved in the entire creation of a brand. Ramblin Brands came to us and said they were looking to create a product that broke the taboo of sex toys, and then we were able to be involved in everything, right from the beginning."
The marketing for the launch will largely be PR led, with a great deal of online activity.
Walker said: “Unfortunately, it’s not very often that you get to work on a project the way we have with Smile Makers.
“We’ve been able to work together less traditionally, because of the way we’ve shaped the partnership. Everyone involved has got skin in the game, so it requires a fair amount of time, creative respect and trust.”
The product launch is led by the Smile Makers website, as well as an interactive website where the users can design their ideal fantasy, called The Fantasy Man Generator.
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