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Hot Octopuss is a pioneering British sex toy brand on a mission to remove the stigma from sex – something they wanted to dial up with the launch of their first female toy, the Queen Bee. Briefed to launch a global PR campaign that would drive brand awareness and kick-start global sales for the product, Manifest’s strategy was to present The Queen Bee as a consumer lifestyle brand, hijacking fashion week in New York and London to unveil the world’s first orgasm stylist, helping you to ‘Bring Your O Game’.
We realised our job was ambitious, much more than just launching the latest sex toy to millennial females (the audience the client outlined as its primary target). Our job was about breaking down the taboos around the O word, about empowering women to have more confidence in themselves and about embracing sexuality as a core part of wellbeing. Our job was to show that orgasms matter in a world where health and mindfulness have taken centre stage.
There’s no one-size-fits-all approach to reaching orgasm, with women having different orgasms at different times through different methods. We needed to create something that was as beautiful, unique and empowering as each of the women we hoped to inspire.
Introducing… Bring Your O Game.
Sandwiched between a deli and a jewellery store in Manhattan’s trendy Lower East Side, the pop-up opened the same day Hot Octopuss’ toy hit the market. But forget food fads and sample sales, this was the world’s first orgasm pop-up store and the world’s media (which had descended on New York for fashion week) was invited.
Women were invited to the space for a full orgasm makeover with sex therapist and orgasm stylist, Dr. Diana Barone, before slipping into a robe and heading into one of the luxurious and private changing rooms to try on their brand new orgasm and try out the brand new Queen Bee.
To create pre-hype, we secured international coverage for The Changing Room, directing people to sign-up for their personalised orgasm appointment. This was coupled with a social media teaser campaign, where we leaked images of the store’s interior and ran competitions to give away much sought-after slots. We asked our loyal social community and about their favourite songs to masturbate to, which became a Spotify playlist and the soundtrack for the store. This provided an additional media asset, alongside images of the store when we opened.
On the day of launch, we had a line of women around the block for the perfect photo opp, which we captured and sent to press to generate hype that matched that of a high profile fashion line launch Although all 120 slots were filled well in advance, we invited walk-ins along to keep the store busy and to try and transform as many women’s orgasms as possible.
Winner – PR Week U.S.A 2018
Finalist – Sabre Awards North America 2018