Some products require a little extra creativity to promote, especially through traditional media. Sex toys are one thing for him. These brands often put discretion first, and regulations on various forms of media prevent them from truly spreading their creative wings through product-first campaigns, so these brands are usually really, really good. You have to rely on innuendo.
Now, whether censoring the presence of sex toys in advertising is a good thing is certainly debatable. And in April of this year, Lovehoney took to the floor alongside a strong cast of contestants with the help of agency Boldspace.
The company, a leading destination for sexual well-being, is urging its customers to choose to love themselves and forego using weird kitchen appliances or worse, vegetables to meet their needs. We have created a campaign titled “It’s not a sex toy”. “You deserve better,” reads the sign, displaying images of everything Brits use as sex toys, except for the actual sex toys.
The OOH campaign was undertaken in response to strict advertising restrictions, and more specifically in response to last year’s complaints from the ASA about Lovehoney billboards that displayed a ball gag and a reference to Prince Harry.
A Lovehoney spokesperson commented on the complaint: “The sign was a tongue-in-cheek response to Prince Harry’s candid memoir ‘Spare’, but it just featured an image of a ball gag and the words ‘Silence is golden, Harry.'” Complaints received by the ASA were that the ad was “offensive” and “inappropriate” – the former was not upheld, but it was deemed inappropriate.
“We expect the number of people who remember this campaign to be very large, far outweighing the number of people who remember the complaints (if any). We’ve had conversations with external agencies and they’ve mentioned Prince Harry’s campaign as something they love, but no one has mentioned any complaints.”
The spokesperson went on to explain that although largely forgotten, it was important for Lovehoney to mention the complaint in order to launch this “unbanable” campaign as a strategic response to advertising regulations. are doing.
“Regardless of the ASA’s complaints, we are still bound by its restrictions in advertising and other areas, and we need to keep beating this drum,” the spokesperson explains. “By using humor and everyday objects in place of sex toys to circumvent restrictions, we wanted to spark further conversation and highlight the need for information about sexual health to be available to the public.”
They say these discussions have generally evolved in recent years and are not outside the realm of possibility as regulations change. But while the public has stopped talking about sex, Lovehoney hasn’t seen that reflected in advertising rules.
Lou Kelly, head of consumer at Boldspace, added that the campaign’s “fight back” spirit resonated with viewers who tend to appreciate authenticity and challenging social taboos. Ta.
For Lovehoney, being a leading brand in sexual wellness means “not only providing quality products, but actively advocating for sexual health, pleasure, and inclusivity.” A spokesperson for the company said the brand feels it has a responsibility to challenge the stigma and misinformation surrounding sexual wellness and promote a positive and shameless approach to sexuality.
To create the campaign, Lovehoney researched household products that individuals use as alternatives to sex toys. This flagship study revealed that a significant proportion of the UK population – 41% to be exact – uses everyday household items for sexual pleasure.
When it comes to the items people are most likely to reach for, Lu reveals that pillows were the top choice overall, followed by hairbrushes and mobile phones.
“Using this data, we relied on Lovehoney’s in-house sex and relationship experts to explain why using items not made for the body can have potentially harmful effects. We received information from them,” says Lu. “These insights informed the campaign’s messaging and helped us connect with our audience on a relatable level.”
“The campaign therefore primarily targeted adults who masturbate and encouraged them to embrace their sexuality in a positive way,” Lovehoney added.
Initially, the campaign was intended to address strict advertising regulations, but further research ultimately allowed it to reach a wider audience. This led Lovehoney to choose outdoor, given her ability to make an instant impact and reach the most diverse demographic.
A Lovehoney spokesperson explains: “By putting everyday objects and humorous copy in public view, we hope to provoke an emotional response from viewers and start a conversation around the censorship issues facing sexual wellness brands. I was there.”
The decision on where to place the signage was determined by factors such as foot traffic, name recognition and relevance to Lovehoney’s target audience, Lu added.
While Lovehoney is hopeful about the future of censorship in these types of ads, he remains optimistic about alternatives. He said, “Regulations may evolve, but creative approaches like this will always help pave the way for more open discussion, especially in the areas of sexual health and pleasure.” ”
