Sex Toys land on TV, commercials on Mediaset and La7: a revolution for women
The first spot ever on Mediaset and LA20 has been on the air from Sunday 7 August on sextoys. Signed by MySecretCase, e-commerce - founded in 2014 by Norma Rossetti - leader in the Italian online shopping market dedicated to pleasure of women and the first to have promoted a new idea of sexuality and intimacy, female and couple, this spot, created in collaboration with the creative agency Cookies & Partners, is an important event that breaks taboos and makes women the exclusive spokesperson for a small great cultural revolution to the cry, or rather to the whisper, of: "We want a world where women are not sexual objects, but they can all have them ”.
Already on air from 23 July on Cielo, Real Time, Nove and Dmax, the advertising brought the Italian market maker a weekly increase in visits of + 300%. The sex toys market, in fact, it is growing twice as fast (+ 6% Italy, + 20% Europe) compared to traditional sectors: MySecretCase triples its turnover every year, since 2014 more than 200.000 gadgets have been sold. In 2017, 40% of the sex toys purchased were dedicated to women, 25% to men and 35% to couples; Milan proves to be the most dynamic city in terms of sales (20%) followed by Rome (15%) and Turin (5%), but in 2017 it is the South that grows twice as fast (+ 40%) compared to the North ( + 20%) and Center (+ 15%). Women between 20-30 years of age are the ones who buy the most, registering a growth of + 300% compared to 2016, followed by the 30-40 (+ 200%) and 40-50 (+ 200%) range.
Francesca Mudanò, Creative Director and Copywriter of Cookies & Partners: “We have always been attentive and sensitive to the way in which women are represented in advertising - although perhaps it would be more correct to say“ used ”. In fact, they usually find themselves to be objects of pleasure rather than subjects. A paradigm that it is time to overturn and that perfectly coincides with the mission of MySecretCase, which is to ensure that women take back their sexuality and of your own pleasure freely. Hence, the key message of the whole commercial ”.
Source article: www.today.it
