Pussy And Rabbit Dot Com

The Rampant Rabbit Touch. It's a clever little bunny.

I don’t usually talk shop, but I was recently involved in a fun little project officially titled “Pussy & Rabbit,” but referred to affectionately (by me, and me alone) simply as the “pussy hare thing”. Because I’m THAT mature. Anyway, I’d like to share it with you.

Here’s the background.

Ann Summers recently launched a new Rampant Rabbit called the Touch. The Touch features bands along the shaft that vibrate at different intensities depending on how deep you insert it. Clever stuff. The majority of people who try it love it, but it’s a little bit tricky to communicate exactly what it does without writing reams and reams of boring prose, and people don’t like to read very much when they’re shopping. Especially not when they’re shopping for sex toys, which is the difficulty of my job. When a product has as many unique selling points as the Touch that each need exploration and description, without exceeding around 170 words (the point at which people begin to switch off), it can be quite claustrophobic from a copywriting point of view.

The upshot of all this is that we have a sensational, orgasmic vibrator that could potentially be the best you’ve ever tried, but one that’s also a real challenge to market and communicate the benefits effectively. On its product page we have detailed, descriptive copy, a nicely designed product image and a short video complete with annoyingly catchy music. But we still felt like we weren’t conveying the purpose of the Rampant Rabbit Touch effectively.

Screen cap of the Pussy And Rabbit site. Awwwww.

So we went away and scratched our heads and tried to come up with a way of explaining the benefits of the Touch in a way that’s engaging, a little bit frivolous and boldly stamped with the Ann Summers brand.

You see, at the risk of sounding a little coarse, the Rampant Rabbit Touch is controlled by the vagina, not by the hands. The pussy controls the rabbit.

Once it was settled that this was the approach we want to take, we built a site and a landing page with some brand-conscious yet functional copy and a funky interactive animation.

Check it out, it has a fun little game to play – turn your sound on (unless you’re using Internet Explorer, which seems to handle the sound a bit weirdly).

You control the pussy. Your pussy controls the rabbit.

http://www.PussyAndRabbit.com/