Page 69 - AVN January 2016

Simple Pleasure
A new kind of masturbator hits retail
One could make a convincing case that the KISS Principle is just as
important in sex toy design as it is in any sort of engineering project.
Change it to “Keep It Simple, Sexy” and you have a motto for fifi, a
new masturbator from Whizworx.
Back in July of 2015, the guys behind fifi created a disposable stroker that
offered something unique in the men’s sex toy market. The past year fifi has
been sold mostly online, but now Whizworx is moving ahead with plans to
get fifi into more retail outlets.
What sets fifi apart is both the simplicity of its design and the ease with
which it can be used.
As to the first point, the fifi is a simple design that nonetheless is a major
improvement over such makeshift items as socks or bathroom towels.
The fifi uses a removable, soft cushion that warms with use for a realistic
sensation. The outer sleeve currently comes in five colors. With strategically
placed Velcro, the user can fasten the fifi tightly or loosely depending on his
preference. The fifi’s pliability means that it can be squeezed to add pressure
evenly at the tip or base.
Regarding the second point, David Bramo of Whizworx points out, “Until
now, almost all male masturbators on the market have required cleaning,
powdering, and drying after use. Those that advertise as disposable are too
costly to really be a disposable commodity. After orgasm, the last thing guys
want to do is spend twenty minutes scrubbing their own semen out of a sex
toy. The fifi eliminates this nasty step by using disposable sleeves that are
simply thrown away after each use.”
Another standout feature is the fifi’s discreet appearance. It looks like a
neck pillow, so nobody will know what it actually is. Not only is fifi great for
traveling, but it also won’t embarrass your significant other if you leave it out
in plain view.
AVN turned to David Bramo, the man behind the brand, to find more
about fifi.
Who are the two guys behind Fifi? What
are your backgrounds?
I’m the driving force, inventor of the brand
and head masturbator. The other person is an
investor who masturbates more than me, but
doesn’t partake in the daily grind. Think of him
as Mark Cuban. He likes to invest in ideas that
tickle his pickle. I worked at AEBN for 10 years
as art director. Before moving into adult, I mostly
worked at boring ad agencies.
What was the aha! moment when you
came up with the idea, and name, for fifi?
I’ve tried Fleshlight, Tenga products, Auto-Blow,
RealTouch, Zolo Cup and others. The biggest
annoyance in using them for me has been the
clean-up. You have to scrub, powder, and dry
them. I’m also somewhat of a germophobe, so
sanitation was always on my mind while reusing
products. A friend of mine sent me a video of
somebody making a prison fifi. The name fifi is
slang for a homemade masturbator. He took a
rubber glove and rolled it up in a towel—then
added lube and made a pocket pussy out of
it. I thought it was genius because it offered an
affordable disposable solution, being that you
could just toss the glove after use. I made one
myself from the same materials and was surprised
how well it worked (minus the fact that the rubber
glove broke). So that was the “aha” moment:
I could make a better towel and rubber glove
and sell them. And unlike any other male sex toy
on the market this one would offer a recurring
revenue model with sleeve rebuys.
How did you roll out fifi to consumers?
When we first launched we started with
AdWords. From there, we tried the social thing,
which turned into a nightmare. We then moved
more into banner advertisements, placing them
anywhere were men would be masturbating
online (mainly tube sites). We wanted to instill
humor into our advertisements along with getting
across fifi’s main attributes (no-mess cleanup and
discretion). We also like to say, “It’s better than
your hand” because at the end of the day, the
human hand is our largest competitor.
Advertising is our biggest driver to get fifi in
front of consumers. We plan on continuing to
advertise at a high level as we roll into wholesale
and retail shops. I feel that’s going to be a huge
part of our success and will allow for name
recognition. I want people to know fifi before
walking into a store. Because fifi is so discreet,
we plan on getting the product into more
mainstream shops that wouldn’t normally carry a
male masturbator.
You have an affiliate program—how long
has that been in place?
Our own affiliate program started in September
2015. We also signed up for Pepperjam’s affiliate
network a few months ago.
What type of sites have done well with the
affiliate program?
Review sites have done particular well. With
Amazon taking over the world of ecommerce, I
think people are more and more looking for them
to make a purchase. We’ve also had some good
results with coupon sites and adult sites that focus
on a particular niche. Lastly, a few cam girls have
come on board and are making a few extra bucks.
The ‘nightmare’ you mentioned—do you
mean the furor over ads with a plus-size
model? Since then, it seems the tenor of
your social media has changed.
We try to inject humor in our brand and not
take ourselves too seriously—but that was a bad
attempt. Since then we’ve employed a new
social media manager who’s keeping our tweets
on track. Myself and the few employees at fifi
couldn’t be more open to sexual preferences
or tastes. I understand it’s way after the fact, but
as my mother used to say, “It’s never too late to
apologize”. So, I personally apologize to those
we offended.
Now you’re moving into brick-and-mortar
sales. Can you talk more about that?
So far the majority of our sales have been
through our website. Now, we’re becoming our
own wholesaler. We’re really looking forward
to getting into brick-and-mortar stores. Like I
mentioned earlier, we plan on spending a good
amount on advertising, which will help in-store
sales. We’re also looking forward to getting our
product into more than adult stores. Because it’s
so discreet, we’re hoping to get into drugstores
and other outlets that carry female products but
nothing for guys.
We invite all retailers to carry fifi and reap the
benefits of the first male masturbator on the
market that has recurring revenue. Our online
data shows a high percentage of repeat users
purchasing sleeves with many first purchases
including quantities of 20-50 sleeves. As a retailer
carrying fifi, you will be supplied with a beautiful
shelf display and other marketing materials to
help catch the consumer’s eye. Join us in offering
your consumer something new: a no-mess,
sanitary, discreet masturbator for men. Just think
about all the poor, crusty socks you’ll be saving!
Email sales@getfifi.com for details and pricing.
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