UK advertising agency Havas London has joined forces with Durex to launch a campaign that challenges viewers to get comfortable with the world "moist."
As the word is widely accepted as one of the most uncomfortable to say, the playful ad spotlights different women confidently repeating it. The aim of the campaign is to spur conversations about women's sexuality, and highlight the importance of destigmatizing sexual discomfort while promoting the use of lubricants that can help to solve such issues.
Durex Category Manager Lindsay Forbes spoke to the campaign, stating "Our aim at Durex is to liberate good sex for all. This campaign addresses that uncomfortableness head on—because if we can become more comfortable with the word ‘moist,' we become more comfortable talking about sexual discomfort and lube as the solution to it."
Sex-Positive Lube Ads
Havas London and Durex Collaborated on a Campaign Directed at Women
Trend Themes
1. Sexual Discomfort Destigmatization - Creating campaigns and conversations that promote the destigmatization of sexual discomfort can open up opportunities for innovative solutions and products in the sexual health industry.
2. Liberation of Good Sex - By addressing the discomfort around discussing sexual topics, there is an opportunity for disruptive innovations in the adult wellness industry that can enhance sexual experiences.
3. Empowering Female Sexuality - Campaigns like the one by Havas London and Durex that highlight and empower female sexuality can lead to innovative products and services in the women's sexual wellness industry.
Industry Implications
1. Sexual Health - The destigmatization of sexual discomfort opens up disruptive innovation opportunities in the sexual health industry, such as new lubricant products and sexual wellness technologies.
2. Adult Wellness - Addressing the discomfort around sexual topics creates opportunities for disruptive innovations in the adult wellness industry, including new sexual wellness products and educational resources.
3. Women's Sexual Wellness - Empowering initiatives that focus on female sexuality can lead to innovative products and services in the women's sexual wellness industry, ranging from lubricants to sexual wellness apps.