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Campaigns - Jacqueline Gold


Ann Summers has always been known for its witty, headline grabbing campaigns and the last few years have been full of such campaigns. Below is a brief snapshot of some of the most successful campaigns from recent years.

Bring the Heatbring-the-heat

From the beach to the bar, Ann Summers have got the hottest swimwear, lingerie and fashion pieces that’ll have you feeling body confident and beautiful wherever you are.

Valentines Darker Desiresvalentines

Ann Summers has always been anything but grey. The Valentines campaign included everything from the romantic to the risque with heavy florals and serious seduction.

The campaign video was our first to hit the big screen. Fittingly, the trailer was shown before screenings of Fifty Shades of Grey at cinemas up and down the country.

Be Seen



2017 saw the brand launch their first ever social focused campaign.

Be Seen was all about killer lingerie and a bold, new attitude. Embracing the underwear as outerwear trend, the campaign was styled to make Ann Summers an everyday outfit option for 2017.

Christmas 2016

Feeling festive – the 2016 Christmachristmass campaign was all about opulence, decadence and over indulgence.

The Ann Summers Christmas banquet was hosted by TOWIES Pete and Lockie. The pair gave their advice on buying lingerie for girlfriends and why men shouldn’t be intimidated by spicing things up in the bedroom. Christmas was well and truly unwrapped.

Date Night


date-night-2Couples at Ann Summers has arrived! As sex and relationship experts, we know how crucial making the time and effort to have regular date nights is. A weekly commitment to turn your phones off, re-ignite the passion and spice things up.


To launch the Date Night campaign, we recruited Strictly’s hottest couple, Ola and James Jordan. After 17 years together, they reveal their top tips to keeping the spark alive and why everyone should explore new things with a little help from Ann Summers. We love lovers.


Satisfaction Guaranteed


satisfaction-guaranteed-2Our fashion collections continue to bring catwalk trends to the high street with edgy bodies, leggings and statement slips that were snapped up by our style savvy customer.

Alongside the launch of ITV’s Brief Encounters – the hit drama set in the 80s based on the beginnings of Ann Summers party plan, this campaign showcased just how far the brand has come, and the heritage we are so proud of.

Vicky Pattison Summer of Love 

Vicky Pattison JG Polaroid (2)From Geordie Shore to the Jungle, her straight talking, savvy attitude, infectious personality and gorgeous looks make Vicky Pattison the perfect face and body of our Swimwear 2016 ‘Summer of Love’ campaign.

So what did Vicky have to say about her new role?

“I am absolutely buzzing about my new ‘Summer of Love’ swimwear campaign with Ann Summers and I feel so excited to be working with a brand that I’ve been such a huge fan of for years.   Being the face of Ann Summers swimwear is an incredible honour and I can’t wait to wear it on the beach this summer. Whatever your style or shape, the collection is designed to make every women feel confident and sexy in their swimwear.”

Rabbit Dating App

Rabbit JG Polaroid (2)In January 2016, Ann Summers revolutionised mobile dating by utilising its authority in love and relationships by launching its own dating app, which is of course called Rabbit.

Rabbit empowers women to take control of the dating game and bringing couples together is in the brand’s DNA..

It’s a dating app that has really thought about what women want, and developed its functionality with their feedback at its heart.  With unique features, brand partnerships and multi-channel marketing support, Rabbit will become the largest dating app in the UK


AP JG Polaroid (2)Afterparty was the fashion forward and fearless campaign with pieces designed for the underwear as outerwear trend.

Fashion bloggers and celebrities loved the collection and everyone shows us how they style up their Ann Summers pieces on social media using #ASYourStyle

Bobby Norris and PRIDE

BN JG Polaroid (2)Ann Summers is proud to support and celebrate the LGBT community and we were delighted to have TOWIE favourite, Bobby Norris, as our first ever PRIDE Ambassador who supported the brand at Pride events across the country.

We are the authority in all things sex and relationships and love is integral to our business. Our mission to
fearlessly unleash sexual confidence is inclusive of all. Whether you love guys or girls, we love you.  #LOVEISLOVE

Jess Wright and Hotel Summers

JW JG Polaroid (2)In April 2015 the gorgeous Jess Wright was the face (and body) of our swimwear and beachwear campaign, Hotel Summers.

As the first ever celebrity ‘face of’ for an Ann Summers swimwear collection, Jess’s stunning figure, fun, fearless attitude and fashion business credentials meant that she was the perfect fit for the brand.

Dark Desires

DD JG Polaroid (2)February 2015 saw one of our sexiest campaigns to date, Ann Summers conducted a nationwide survey of over 3,000 people and discovered that 81% of women found the portrayal of sexually inexperienced and submissive female protagonist in Fifty Shades of Grey, Ana Steele to be outdated and an unrealistic representation of the modern, sexually confident woman.

The Valentines campaign took customers on an erotic journey, with Bondage Masterclasses in store, an erotic fiction writing competition and international press coverage including Holly and Phil experimenting with sexcessories on This Morning and causing quite the stir!

Coppa Feel and Ann Summers

Ann Summers is proud to announce the brand has become official supporters of breast cancer charity, CoppaFeel!coppa feel

The partnership launched in October to mark Breast Cancer Awareness month and focused on CoppaFeel!’s crucial message of the importance of knowing your body and checking regularly for changes. As a brand by women, for women, Ann Summers is dedicated to helping CoppaFeel! drive this message to all our customers, from in store symptom information, #ShowThemSomeLove campaign and fundraising efforts including a one day in store fundraising drive and head office activities.

At Ann Summers we love boobs all year round. By proudly supporting CoppaFeel! we have been able to generate awareness, raise money and remind women to routinely coppafeel.


Sam Faiers the face of Sexy Lace

O.M.G! Back in July 2014, Ann Summers announced the gorgeous Samantha Faiers as the face of their latest Sexy Lace collection. As the first celebrity campaign the brand has launched in recent years,  Sam’s stunning figure, fun, fearless attitude and fashion business credentials meant that not only was she the perfect fit for the Sexy For You campaign, she was the only woman for the job. Sexy Lace

The collection includes four staple bra shapes available in sizes 32A-38G*. Whether a plunge, balcony, underwired or padded t-shirt bra is your favourite style, Sexy For You combines functionality, fashion and perfect fit to ensure every woman feels simply sexy, every day.

Ex-TOWIE star and model, Sam Faiers says of the collection:

“I    I love the campaign imagery – we had a lot of fun on the shoot, and I’m really pleased with the results. The Sexy Lace collection is perfect to take you through from day to night – practical enough that you can wear under your work clothes but still sexy enough to flaunt. The four different bra shapes mean there’s a style to suit everyone – my favourite is the plunge, as it gives me great cleavage and support.”

CarmenGiles Deacon collaboration

On 1st May 2014, Ann Summers announced the launch of the hotly anticipated  collaboration with acclaimed British fashion designer, Giles Deacon. The collaboration was a first for the brand, as we focused on making a move towards extending our product offering and widening our appeal to take on other high street brands.

With Giles’ fashion design expertise and undisputed catwalk success and Ann Summers’ 30 years of making every woman feel like the sexiest woman in the world, the result was a range that is unapologetically sexy and bold… with a dash of naughtiness.

Fusing two British fashion heritages into one inspirational and innovative collection, Giles Deacon for Ann Summers combined sexy lingerie with a touch of wit, grandeur and playfulness – characteristics both Giles Deacon and Ann Summers are renowned for.

Of the collaboration, designer Giles Deacon said:

“It has been exciting to work with Ann Summers on the Giles for Ann Summers capsule collection – Ann Summers is an iconic brand recognised and loved by so many and which occupies a unique and successful position on the British high street.Surrender

I knew at the start when designing the collection that I wanted it to combine great shapes, thoughtful details and to be of the highest quality that would enable the pieces to be aspirational yet affordable. I also thought about different women who might be buying these pieces when designing the collection, with different aspects to their personalities whether that’s flirtation, dominance or playfulness – the finished collection enables them to pick and choose and have some fun with all of the ranges as a collection of lingerie that can be the foundation for any outfit or occasion.”

The O Team

peoples_panelThis exciting campaign has seen Ann Summers search for and select 8 women to help design and create a range of new and revolutionary sex toys that will be sold exclusively by Ann Summers.

Ann Summers has always been at the forefront and offers its customers a huge variety of sex toys. Home to the most well known sex toy, the Rampant Rabbit, Ann Summers is looking for the O Team to work with them to create the next big thing.

The O Teams journey was captured by Channel 4 for a documentary called Sex Toy Stories which followed the eight women and Ann Summers team as they developed the new range of sex toys. To learn more about the toys created and the women behind the O Team visit the Ann Summers pleasure emporium http://www.annsummers.com/c/sex-toys/the-o-team

Miss Santa Christmas March

miss-santaTo launch Christmas 2013, Ann Summers took over the streets of central London with a Miss Santa March, to remind shoppers that Ann Summers is the only place to go to look and feel sexy at Christmas.

Fifteen gorgeous, sexy women were recruited via our social media channels to help us cause a scene on the morning of 27th November. Our fabulous army of real women, dressed in our iconic Miss Santa outfit, cheerfully marched down Wardour Street to Oxford Street, marking the start of the countdown to Christmas and helping the public get into the festive spirit!

Watch the march here

Ann Summers Christmas advert 2012

xmas2012Following on from the success of Ann Summers first ever TV which launched the model search to find the face of the brand, we ran a Christmas TV advert in December 2012 as part of the ‘Christmas For Grown Ups’ campaign.

The ad captured a traditional festive scene, before taking a sexy Ann Summers twist to remind the viewer that Christmas is for grown ups too! Aired across two time time slots – post 9pm, and with the volume dialed up for an even steamier ad post 11pm – the ads ran across various channels including E4, ITV2, Film4 and 4Music over the course of a week.

In typical Ann Summers style, we also created an ‘uncut’, extended version of the advert – deemed too naughty for TV – which viewers could watch on the website if they were left wanting more.

The ad can be seen here

Ann Summers announce Lucy Moore as the face and body of 2012 Valentines Campaign

Lucy MooreFollowing a three month campaign to find a new face of the brand for the 2012 Valentines Campaign, Lucy Moore a student from London was voted the eventual winner by the public. With her gorgeous size 16 curves and fearless attitude she was the perfect winner for Ann Summers and bought a sexy confidence to Ann Summers store windows across the UK in time for the sexiest day of the year.

The competition to find a new face and body for Ann Summers attracted an incredible 30,000 votes online through with Lucy receiving over 22 per cent of all votes cast.

The big reveal on the 12th January certainly caused quite a stir with Lucy appearing all over the national, regional, trade and broadcast media showcasing the fabulous Ann Summer’s Valentines range. As winner, images of Lucy along with the two fantastic runners up appeared in Ann Summers windows across the UK – taking the brand to a new level of sexy with ‘real’, beautiful, and curvy ambassadors.

Stratford Westfield New Concept Store Launch

The New Westfield StoreOn 5th October, Ann Summers officially launched the first new concept store at the Westfield Stratford City shopping centre.

The launch of the new concept store came as a result of an extensive rebranding process helping Ann Summers to ‘rediscover its mojo’. The new direction has included a complete overhaul of the product, packaging and marketing as well as the fantastic newly designed stores – designed specifically to create a playground for the curious and showcase the product to the max and ensure Ann Summers retains its crown as the sexiest retailer on the high street.

The launch party itself involved transforming the fantastic new store into a glam party venue complete with mixologists, celebrity DJ, fabulous canapés, and photo booths. The event proved to be a great success with strong attendance from key members of the fashion, consumer and trade press as well as a host of celebrities and VIP’s including Karen Millen, Lucy Benjamin, Ali Bastian, Lizzie Cundy and cast members from popular reality TV series’ The Only Way is Essex and Geordie Shore. The launch party was most definitely the sexiest seen in Westfield Stratford and the only one to have a 6 foot black bunny rabbit at the centre…

The Stratford store concept was so successful that the brand is now rolling out a store re-fit programme across 6 other UK stores.

Search for the new face of the brand

New Face of the BrandIn September 2011 the Ann Summers team embarked on a nationwide search to find a gorgeous, confident and sexy woman to become the star of their 2012 Valentine’s campaign and new face of the brand. The team descended upon shopping centres up and down the country offering ‘real women’ the opportunity to strut their stuff on the specially created catwalk or upload their pictures onto a dedicated website, explaining just why they should be picked as the new face of the brand.

After the initial judging process the top 50 girls were then invited to an intense judging ‘boot camp’ with a panel of industry experts headed up by Jacqueline Gold to determine who would make it into the all-important final 10 and appear in Ann Summers’ first ever TV advert.

The advert was a first for Ann Summers and was a two minute showcase of all ten finalists wearing gorgeous lingerie from the new seasons collection, there was also a special appearance from a fluffy black rabbit… The advert aired on ITV2 during the finale of popular reality series The Only Way is Essex and ended with a call to action to encourage viewers to vote for their favourite girl that best embodied the sexiness of Ann Summers.

The advert and the 10 sexy finalists had such an impact that Ann Summers trended globally on twitter and over 30,000 people voted online to pick their winner. Keep on reading to find out who the winner was and how they were received by the press and public.