Lion’s Den: Do it. Every day!
Lion’s Den, a 48-store adult retail chain with sales in decline and an outdated reputation that catered primarily to men, was determined to become a top-of-mind sexual wellness brand. To do it, 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.
“As the conversation around pleasure expands and becomes more inclusive, we’re so proud to be leading that transformation in our stores, our product offerings, and our brand communications.”
Social platforms wouldn’t allow us to run paid ads, so we turned Lion's Den's biggest challenge into an opportunity to get creative and focused on building an organic social presence that felt authentic, fun, and—most importantly—safe for people to engage with.
Through #LionsDen365, every day was a new way to make sexual wellness approachable. Humor and real talk normalized topics that typically make people hesitate to follow or share. A sub-campaign for Sexual Health Awareness Month dug deeper, sharing empowering insights and starting conversations around wellness and safety.
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.
But the fun didin’t stop there. We continued to push the envelope and the client to expand audiences and age ranges.
For brands looking to broaden their target market, 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.
There’s a lot more Lion’s Den where this came from. Happy to share - just reach out.