Amorana and Rawcut Launch a Humorous Black Friday Campaign
Amorana, the Swiss provider of intimate lifestyle products, has deliberately avoided the usual discount hype in its new Black Friday campaign. Instead of percentages, the multi-channel campaign—conceived by Rawcut—relies on double entendres and wordplay such as «Rabutt» or «Stimulaktion.» The campaign is being rolled out throughout Switzerland, in both German-speaking and French-speaking regions.
The Swiss supplier of intimate lifestyle products Amorana is taking an unusual approach to Black Friday. Instead of operating with lurid price promises, the company relies on charming humor and ambiguity. The new campaign uses wordplay such as "Rabutt" instead of discount or "Stimulaktion" and deliberately avoids the usual discount shouting.
The multi-channel campaign was conceived and implemented by the Zurich agency Rawcut, the creative agency of the THRYVE Group. The tongue-in-cheek advertising campaign is being played out across all channels in German-speaking and French-speaking Switzerland.
Attitude instead of price pressure
"It's important to us that our campaigns make a point. With a clear attitude, fun and impact," says Vanessa Menegola, Head of Operations at Rawcut. The creative line is intended to strengthen the communicative potential in the area of sexual wellbeing and sharpen Amorana's brand profile in the long term.
Customers are enthusiastic about the unusual approach. "At Amorana, we attach great importance to communicating sexual wellbeing in a charming way. With the new campaign, we are showing that our products can also be advertised in a humorous way on Black Friday, without any overloaded discount communication," says Miriam Otero, Senior Brand Manager at the Lovehoney Group.
Amorana has been a pioneer in the field of sexual wellbeing in Switzerland since 2014. The Zurich-based company was founded by Lukas Speiser and Alan Frei and today offers over 300 brands as well as a selection of high-quality sex toys, lingerie and lifestyle items. Amorana has been part of the Lovehoney Group for a few years now and is therefore part of the world's largest erotic and sex toy group.
Responsible at Amorana: Miriam Otero (Senior Brand Manager), Responsible at Rawcut: Vanessa Menegola (Head of Operations)
