| Brief | We know that women suffering from vaginal dryness are often embarrassed or even ashamed; they feel sexually isolated, sidelined and invisible. The ‘Sex never gets old’ campaign engages them by seamlessly blending the product benefit and the brand point of view: Replens is the long-lasting moisturiser for a long-lasting sex life. The brand offers a positive, celebratory point of view on later life sex, and crucially values and celebrates its audience. This campaign intends to make the audience feel seen.We showcase beautiful, emotional portraits of diverse couples, with the headline ‘sex never gets old’. And when you see the images, you realise how rarely we see older sensuality shown in an authentic, positive way; and how much this is needed. Reflecting real research insights about later life sex, the imagery emphasises intimacy and connection – this is not just about the sexual act. |
