SKI, Norway — The Lovehoney trade sales team joined forces with Kondomeriet retail chain to host “Fifty Shades” events over the Valentine’s Day weekend.
Kondomeriet stores are located in positions with high traffic, including areas such as shopping malls and the main High Street in Oslo. Kondomeriet says the event introduced new customers to Lovehoney’s Fifty Shades of Grey — the Official Pleasure Products Collection.
Lovehoney and Kondemeriet also sent 17,000 Fifty Shades Blindfolds to 50 cinemas across Norway. Lovehoney’s in-house videography team worked on a dark and atmospheric cinematic trailer, featuring products from the Fifty Shades Darker range that was shown in movie theaters all over Norway. Lovehoney’s designers also worked on a range of point-of-sale materials designed for Kondemeriet’s stores.
According to the company, then the real party began. A cinema was hired out for an exclusive screening of “Fifty Shades Darker” on Feb. 11 with 1,500 customers attending, and then revelers went back to the store to purchase the products to the sounds of a private DJ. The staff wore Fifty Shades Darker Masquerade masks. The celebrations did not stop and on the next night there was another, more exclusive party in the Oslo store.
Maria K. Ebbestad, online editor and press spokesperson for Kondomeriet said, “The cinemas of Norway were jam-packed with people on the premiere weekend of Fifty Shades Darker. There were high expectations, an amazing atmosphere and the movie did not disappoint. We had so many people come to our event that had not shopped with us before — by working on these kinds of events, we are reaching out to many new customers as well. The atmosphere at the events was great and we were happy that Ilona and Neal from Lovehoney came all the way out to party with us.”
Lovehoney Trade Sales Executive Ilona Laboviciute said, “It’s inspiring to hear that Kondemeriet’s exciting events recruited a large number of new customers to experience the new Fifty Shades Darker range. Norway is an exciting market to work with and Norwegians are massive fans of the Fifty Shades franchise. This is testament to the fact that this range has opened up pleasure products to a whole new market. We loved working with Kondemeriet and Norway is a fantastic place to visit.”
Lovehoney and Kondomeriet said that they are in talks to see what they can work together on for the last movie of the franchise, Fifty Shades Freed.
To discuss Lovehoney’s POS and event planning, contact ilona.labovicuite@lovehoney.co.uk.
