McVitie’s gets into bed with Ann Summers

McVitie’s, the biscuit maker normally associated with wholesome family fare, is to sample its new “Cookies” brand through Ann Summers parties.

It is the first time that McVitie’s has teamed up with the adult retailer famed for its sex aids and skimpy lingerie.

During October, more than 200,000 Ann Summers party-goers, will get the chance to try the biscuits. The sampling campaign, which is being handled by Dialogue Marketing, also comprises a “Find your McV Spot” kit containing games ideas on Cookie eating and competition allowing the party organisers and hostesses to win a VIP night out for four friends to see The Full Monty theatre show.

The biscuits, which come in two varieties – White Chocolate & Raspberry and Chocolate Chip, were launched in July backed by a &£1.5m television advertising campaign created by Publicis.

McVitie’s senior brand manager Nich Lee says: “Although McVitie’s and Ann Summers parties do not instantly fit in the same sentence, the tight match of our consumer profile and the opportunity to present Cookies in a contemporary setting made them instantly attractive.”

Ann Summers celebrated its 30th anniversary this year and opened its first overseas outlet in Spain (MW August 22).

However, the retailer was forced to withdraw its Rampant Rabbit vibrator – which featured on Channel Four’s Sex in the City – last week after one consumer’s gadget split.

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