Leith has created a new campaign for Lovehoney, aiming to flip expectations on sexual wellness advertising.
The Scottish agency said the Feel The Lovehoney campaign has been designed to celebrate “sexual happiness with unapologetic confidence,” it also manages to “cheekily” circumvent ad restrictions through suggestion and innuendo.
“Sadly, Lovehoney faces tough challenges with ad restrictions and shadowbanning, so getting its purposeful, positive and passionate messaging about sexual wellness out there can be a challenge,” explained Camilla Rossi, Group Account Director Leith.
“But, by blending clever strategy, humour, a bit of mischief and a lot of innuendo, we’re thrilled about launching “Feel the Lovehoney”.”
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This is the agency’s first work since winning the global Lovehoney creative platform pitch in 2024.
“Feel the Lovehoney’ is a confident step forward for us as the UK’s leading sexual wellness retailer, it reflects who we are: playful, inclusive and sex-positive – while enabling us to navigate advertising limitations without diluting our message or mission to bring sexual wellness to the nation,” added Nora Lahl, Director of Marketing at Lovehoney.
“The new campaign signals a strategic shift for Lovehoney, strengthening our position in the sexual wellness category, while deploying humour, mischief and creative subversion to speak to consumers in a way few brands dare to. We are excited to see ‘Feel the Lovehoney’ become the golden thread of our brand communications in 2025 and beyond.”
The campaign is rolling out across TV, digital and social nationwide, ensuring that no matter where audiences engage, they’re met with a fresh, fun perspective on pleasure.
