Swiss Navy


  • Digital Strategy
  • Branding
  • Web Design
  • SEO

Times Have Changed

Personal sexual lubricants were once limited to the K-Y brand in retail pharmacies, or else sold primarily in adult stores. Beyond K-Y, branding and imagery were typically...steamy. Today, retail drugstore chains sell many varieties of personal lubricants, branded the same way that sex is now talked about. Open. Healthy. Normal.

At one point, Swiss Navy was a niche brand marketing sexual lubricants primarily through adult retail stores. Today, Swiss Navy is one of the fastest growing personal lubricant brands sold in chains such as CVS, Walgreens, and Walmart.

We got the call to make the brand’s ecommerce store look like it.

The old website? It looked like an IT guy made it. In the 90s. Dark. Sexy. Softcore. For the chain store buyer sitting in Bentonville, Arkansas - and the female consumer audience - it was definitely not a turn on.

Our Brief? Make It PG

We got to work. In the absence of formal brand standards, we created new branding guidelines, and then delivered a new wireframe, fresh design, the site copy and content and a custom, fast-loading BigCommerce store. The result? Good, clean, branded and female-friendly. Better-performing. And much better-converting.

"In March, I called Carl on a Saturday and told him that we needed a website up for a new brand in ten days. They delivered and we won a multi million dollar grocery contract because of it. They are our absolute go-to digital partners and I can’t say enough about how much we value the partnership"

— Meg Leung, General Manager, MD Science/Swiss Navy Brands

"The ARSENL team has been a great partner to us for the past four years. They show true passion for the YMCA brand and are always available no matter when we call or what we need. Our best membership campaign results have come with ARSENL as a key digital advertising partner."

— Danene Jaffe, Senior Vice President, YMCA South Florida

"I’m thrilled with ARSENL’s work on Cayman Visitor and on our Wyndham property. We’re well-positioned to capitalize on the rebound in tourism traffic as the Caribbean reopens post-COVID. We love collaborating with the team and find their insights and ideas invaluable"

— Sharlene Brenkus, General Manager, Wyndham Cayman

"They’re a consistent, top-notch agency — they’re everything I hoped they would’ve been."

— Dr. Katelyn Stark, Marketing Specialist, iAnthus