Assign Sin City a world-renowned, respected designer to create sex toys not associated with sleazy-regarded pornography. We commissioned designer Stefan Lindfors, a house hold name in Finland, and a media magnet as well. Arrange a launch party for the first product, with high class entertainment non-related to porn. Invite all media and high profile celebrities from outside the sex business. Make it a highly visible event.

Immediately following the launch on November 2, 2004, there were 37 articles published in Scandinavian newspapers and magazines, as well as 12 appearances on TV shows on national channels, including prime time news. Two months past the launch "Serpent" was the best selling vibrator in Finland, and Sin City in store customers tripled. Sin City sales have increased by 42 %.