Aggressive ads up awareness
The personal massager category still is small at only $3.2 million for the 12 weeks ended Sept. 4, according to SymphonyIRI Group data across food, drug and mass (excluding Walmart), but the growth rate is trending at a 20.6% clip.
Church & Dwight has been the most aggressive in its advertising to date. A commercial aired during Bravo’s “The Real Housewives of New Jersey” touted the company’s Trojan Vibrations Twister as so good it will “blow your hair back.” At $59.99, that massager is only available through TrojanVibrations.com. But Trojan’s full retail line is prominent on that page as well.
The article above is part of the DSN Category Review Series. For the complete Sexual Wellness Sell-Through Report, including extensive charts, data and more analysis, click here.