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”.