Page 26 - AVN Intimate Summer 2016

FEATURE
By SHARAn STREET
Simple Pleasure
A new kind of masturbator hits retail
KISS Principle is just as important in sex
One could make a convincing case that the
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, said David Bramo of
Whizworx, “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
26 | INTIMATE | SUMMER 2016
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.
WHAT type of siTEs HAve done well wiTH fifi’s 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.
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.