The Client
Nalpac, an adult products wholesaler, and its sister company Entrenue.
Nalpac and Entrenue support both brick & mortar stores and online businesses.
The Need
A B2B press release announcing semi-exclusive US distribution of the Doxy brand in trade magazines and on industry sites.
Nalpac and Entrenue secured semi-exclusive distribution of the growing UK brand Doxy, which specializes in wand massagers.
The world of wands is crowded, so wand manufacturers must make distinctive products in order to stand out. Doxy earned its reputation in the industry with its quality and upscale look, and the press release had to effectively communicate why retailers should pick up a new line when they already carry a variety of wands.
The Target
Retailers in the adult industry, especially Entrenue’s niche of neighborhood specialty boutiques and high-end, women-owned businesses.
Doxy’s target customer is a significant base for these shops: women 25+ who have a budget for upscale products, have likely already owned similar products, and respond to sophisticated aesthetics.
The Tone
Professional, trustworthy, inclusive, optimistic, sightly formal yet forthright.
It was essential that this piece walk a line in its tone, communicating enthusiasm about this partnership while respecting Nalpac’s many other wand vendors.
The Solution
In order to ensure that this newly-acquired line looked distinctive to the target audience, I leaned hard into the benefits with language that connects with niche boutiques’ customer bases. This sometimes meant deviating from the features-based language provided by the vendor, in order to ensure that a superior user experience would be clear to retailers.
