Tell Walgreens You Don’t Want Porn Where You Shop With Your Children

courtesy PornInTheValley.com

Screaming O is trying to sell through mainstream channels while maintaining its racy branding.

Sign Desi Foxx’s Petition on CHANGE.org !

Screaming O is trying to sell through mainstream channels while maintaining its racy branding. Photograph courtesy of Screaming O

(This story has been corrected to change the description of the deal in the third paragraph to show it was a licensing deal, not a distribution deal.)

When Justin Ross first showed Keith Caggiano his business plan in 2005, Caggiano thought he was joking. Inspired by a Brazilian girlfriend, Ross, a former portfolio manager at New York City hedge fund Millennium Partners, wanted to start a sex toy distribution business.

Ross eventually persuaded Caggiano, a serial entrepreneur he knew through a mutual friend, to make the leap with him, and the duo invested $120,000 in combined personal savings and a loan from Ross’s parents. Today the 20-employee Torrance (Calif.) company, which imports most of its products from China, is profitable. Ross projects $15 million in revenue this year, mostly through adult novelty retailers and online.

Screaming O’s desire now is to sell through mainstream channels while maintaining its racy branding. In late 2009, Walgreens signed a licensing deal to sell one of Screaming O’s brands in 7,000 drugstores. Their products, with bright, explicit packaging, are also sold through Amazon.com, Drugstore.com, and RiteAid.com, as well as stores in 27 foreign countries. “We stand right at the edge. We want to market and brand ourselves as a company that sells fun,” Ross says, “without becoming so demure” that customers overlook the products.

It’s a tricky balance to achieve. Trojan, which has sold condoms for more than eight decades, first introduced vibrators to its product line a year ago. It’s taking a low-key approach, with television commercials that feature girlfriends chuckling knowingly over their “personal massagers” and packaging designed to disappear on the grocery store conveyor belt. In contrast, with a name like Screaming O, Ross, 38, and Caggiano, 44, can hardly be accused of subtlety.

“When people see our brand, the barriers go down and we melt their defenses,” says Caggiano….
(read more on PornInTheValley.com )

%d bloggers like this: