High Street lingerie retailer will be presenting a new ‘S&M Squeal Deal’ marketing campaign over the upcoming bank holidays.
The concept, a parody of M&S’ Meal Deal, is described as a ‘weekend package with something sweeter than expected’ and uses the mix and match concept to tempt consumers into stores.
The £29 deal allows customers to choose a ‘main’ (erotic bedroom lingerie), a ‘side’ (discreet adult accessory) and a ‘dessert’ (flavoured lubrication), from amongst some of the retailer’s best-selling products.
The marketing ploy comes after Ann Summers reported a £500,000 dip in profits to £5.6m for the year ending June 2010, despite a three percent growth in sales and an increase in turnover to 118.5m.
Chief executive Jacqueline Gold said: “During some of the most trying trading conditions of the last 20 years, Ann Summers has managed to buck the trend in our sector and increase revenues during the year.
"Our year-on-year profit figures are down, but I am confident the investment will make our brand more robust and relevant."
The marketing campaign will run from April 21 to May 2 in all Ann Summers stores and online.