Lovehoney has introduced a new creative platform titled 'Feel the Lovehoney', developed in collaboration with its agency partner, Leith. It represents a strategic shift for the brand, moving from product-focused communications to a more integrated, platform-first approach aimed at long-term brand building.

The campaign seeks to address the advertising restrictions commonly faced by the sexual wellness industry, employing humour, suggestion, and innuendo to circumvent challenges such as shadow banning and media blackouts. It is being rolled out across television, digital, and social channels nationwide in Australia.

The creative execution of the campaign features a young couple maintaining intimacy throughout their day, culminating in a humorous twist involving an electric toothbrush. This approach is designed to engage audiences while adhering to advertising guidelines that often limit direct promotion of sexual wellness products.

Global Director of Marketing at Lovehoney, Nora Lahl, said: "‘Feel the Lovehoney’ is a confident step forward for us as Australia’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. 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 described as a 360° initiative, ensuring engagement across multiple platforms. It marks a significant development for Lovehoney, a leading brand in the sexual wellness sector, which offers a range of products including sex toys, lingerie, condoms, and lubricants.

Leith, the agency responsible for the campaign, secured the global Lovehoney creative platform pitch in 2024.

Group Account Director at Leith, Camilla Rossi, said: "Sadly Lovehoney faces tough challenges with ad restrictions and shadow banning, so getting its purposeful, positive and passionate messaging about sexual wellness out there can be a challenge. But, by blending clever strategy, humour, a bit of mischief and a lot of innuendo, we’re thrilled to launch ‘Feel the Lovehoney’."

The 'Feel the Lovehoney' campaign aims to establish a consistent brand narrative across all communication channels, leveraging humour and creative storytelling to engage consumers while navigating the complexities of advertising in the sexual wellness category.