Ann Summers pulls out of Squeal Deal
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Ann Summers has pulled its Squeal Deal promotional campaign after Marks & Spencer threatened the sex toy retailer with legal action.
M&S threatened Ann Summers with legal action for adapting its “Your M&S” logo and slogan for a promotional deal on lingerie, sex toys and lickable lubrication.
Ann Summers has admitted the campaign went “a squeal too far” and has since removed all reference to it from its website. It will also remove all visuals from its retail stores but the sales promotion will continue.
CEO Jacqueline Gold says: “I have nothing but respect for Marks and Spencer. We wanted to take one of the most iconic campaigns and add a humorous Ann Summers twist.
“We sincerely hope we haven’t damaged the 127 year old institution that is Marks and Spencer.”
The S&M Squeal Deal sales promotion aped the M&S £10 Meal Deal and offered “an exciting combination of treats to brighten your bank holiday”. The £29 deal included a “main” item, a “side” and a “dessert” from its range of lingerie and sex toys.
The packaging draws on the M&S brand colours and has launched around the same time that M&S would usually launch its own special occasion promotions for the upcoming bank holidays and Royal Wedding.
It also included a play on the retailer’s former slogan with the words: “It’s not just sex, it’s Ann Summers sex”.
Readers' comments (5)
John V Keogh | Thu, 21 Apr 2011 8:07 am
You'd think they would know that no-one in the scene has called it S&M since 1980.
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Anonymous | Thu, 21 Apr 2011 3:35 pm
Thank god i didnt know that John
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chris | Thu, 21 Apr 2011 5:33 pm
Perfectly stage managed campaign, response and withdrawal, with a happy ending for everyone. Respect to Ann Summers for pulling this off so well.
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Anonymous | Tue, 26 Apr 2011 3:01 pm
The quote from Jacqueline Gold just made me laugh with incredulity! This is simply a blunt and cheap way for Ann Summers to 'piggyback' years of investment from M&S in their advertising.
She knew exactly what she was doing and her quote has no credibility or sincerity whatsoever. Now of course - as with other brands from previous campaigns in similar circumstances - Ann Summers will capitalise on all the PR as a result of the threatened legal action.
It's a shame her marketing department don't have a little more imagination, or indeed intelligence. It's all rather naff!
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Anonymous | Tue, 26 Apr 2011 5:03 pm
This advert is great, shame they couldn't keep it going!
As for the comment stating the marketing department need more imagination I think its a dramatic step from the normal half naked women holding handcuffs but I guess if that's what you like to see.......
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