LION’S DEN
“DO IT. EVERY DAY!”
Broadcast / Social / Digital / Radio / In-Store Events / Custom Research
Lion's Den was at a crossroads—with sales in decline and an outdated reputation that catered primarily to men. If they were going to survive, nevermind thrive, they needed to bring women into the conversation (and stores!) without alienating men.
Our approach was all about making an uncomfortable topic approachable. Using humor through a female lens, we reintroduced Lion's Den as a place that champions women as active participants in their own pleasure. Network and digital censors made sure we didn’t show, or discuss what you could actually buy from Lion’s Den.
“Fancy is changing the way we’re being seen as a company, and bringing a conversation about sexual wellness out of the shadows.”
— Pete Potenzini, Director of Marketing, Lion’s Den
The results? By doubling its market, Lion's Den transformed from a niche adult retailer into a top-of-mind sexual wellness destination for women and couples of all ages—fueling consistent year-over-year sales growth and positioning the brand as a leader in intimacy and well-being.
For brands in stigmatized categories, our work demonstrates that shifting perception to bring in new customers doesn’t mean alienating the loyal ones. It means expanding the conversation to include everyone—especially those who’ve historically been left out—with empathy, humor, and authenticity.