Sexual Lubricant Marketing Campaigns-Part 1
GetOnTop by Sustain Natural and Reasons to Celebrate by Durex are some award-winning marketing campaigns used in the sexual well-being space. While Sustain Natural's campaign targeted millennial women, Durex' marketing campaign enticed millennial and Gen X men in the Middle East.
GetOnTop by Sustain Natural
- The #GetOnTop marketing campaign was created by Sustain Natural in 2016. Founded in 2014, Sustain Natural offers natural & organic condoms, lubricants, underwear, period cups, tampons, pads, and liners that are reportedly more vagina-friendly than traditional brands.
- The on-going #GetOnTop campaign was first introduced during National Women's Health Week and has since emerged into a phenomenon and a social movement. Its call-to-action was for ladies to "prioritize their sexual health and well-being just as they would other aspects of their life."
- The campaign began with a video that featured nine women with different careers - from fitness entrepreneurs to fashion mavericks - saying "let's talk about sex" and using the different words for "sex" such as "making love" and "getting laid." At the end of the video, these women urged viewers to take the pledge for safe sex on www.letsgetontop.com. It was mentioned that one condom would be donated to a young woman in need, for every pledge.
- It did not end there. In February 2018, the company launched a new campaign under the GetOnTop series. It was called Condom Culture and the aim was to encourage women to have more safe and pleasurable sex with less risk. For about 14 days in NYC, Sustain Natural put up outdoor ads urging passersby to wrap it up. The ads were "covered with thousands of condoms for the taking and once they were all removed, an ad revealed a series of playful/sexy images of what real, safe sex looks like." Sustain then donated about 50,000 condoms to Planned Parenthood of New York as part of the awareness campaign.
- In March 2018, the founder of Sustain Natural, Meika Hollender published a book called Get On Top. The book is a sex-positive guide to sexual health aimed at millennials.
- In April 2018, Sustain Natural introduced a brick-and mortar pop-up called Get On Top. The pop-up "brought the book to life by highlighting a different chapter each day (Periods, Pleasure, Consent, and so on) through curated events, panels and discussions." Porn stars, influencers, and well-known female entrepreneurs were invited to speak at this pop-up.
- Based on the women in the video and the GetOnTop campaign website, it appears the target audience for this campaign is millennial women.
- Through the campaign, Sustain Natural was able to donate more than $100,000 to women's reproductive health organizations. They also donated more than 1 million condoms to Planned Parenthood. Their outdoor campaign in NYC engaged with more than 100,000 New Yorkers about safe sex and had over 4 billion media and social impressions.
- The campaign ended up winning a Silver Distinction in Social Movement from Shorty Social Good Awards.
Reasons to Celebrate by Durex
- In 2018, Durex found that any mention of sex in the Middle East leads to negative reactions. The company also found that contraceptives could only be "advertised on highly-regulated social media channels" in this region.
- In the same year, four Middle Eastern teams were expected to play at the 2018 FIFA World Cup for the first time. Durex discovered that countries playing in well-known sports often see an increase in new borns nine months later, since fans typically celebrate victories with sex.
- Durex is considered the number one sexual wellbeing brand. It offers a wide range of sexual health products, including condoms and lubricants. Its condoms are reportedly tested by dermatologists.
- To target millennial and Gen X men in the Middle East during the 2018 FIFA World Cup, Durex employed the help of Havas Worldwide. During the World Cup, fans in this region were urged to celebrate the wins, draws, losses, mind-blowing goals, red cards, and more with "cheeky new names for Durex Condoms" on Twitter.
- Knowing that a lot of people in the region would have a second screen open during the games. Durex was live tweeting funny and lighthearted condom foil designs.
- From "THE CROWD PLEASER condom, posted seconds after Mo Salah scored for Egypt, to THE DRAMATIST, as Brazilian Neymar overacted after a tackle, to THE EXTENDER as the semi-finals went into extra time, each post was accompanied by a caption leading directly to souq.com to purchase condoms - or the World Cup Celebration pack, containing condoms, lube and a roll-up football pitch bedspread."
- The company partnered with the largest e-commerce site - souq.com - in the Middle East. This partnership allowed Durex to "drive themed Durex bundles for discreet purchase and delivery with every post."
- Although Durex still faced some backlash from conservatives, its engagement rate surpassed Twitter's benchmarks by more than 900%. Its e-commerce sales in this region increased by 250% as well, while its offline retail sales in the region jumped by 28%. DurexArabia, the company's Twitter account for the Middle East saw a significant increase in its number of followers.
- The Reasons to Celebrate campaign by Durex was awarded Gold at MENA Effies and Silver at Lynx 2018.