Prospecting: Adam & Eve Goes Mainstream in Attempt to Find More Customers

The campaign has three goals, says Chad Davis, Adam & Eve's marketing director:

• drive sales and build the Adam & Eve brand in a very untraditional way for the retailer;
• increase public awareness of Adam & Eve via the placement of the ads and a press release that accompanied the launch of the Times Square campaign; and
• increase the credibility of Adam & Eve and adult products to consumers.

While not counting on this latest ad campaign to generate a terribly high return on investment, Adam & Eve does believe it will succeed in building its brand and attracting new customers. In fact, it's already seen progress in that regard, as the campaign's early returns have exceeded the company's expectations.