• by Aaron Baar , July 12, 2017

An intimate moment can happen anywhere, and it shouldn’t be spoiled by lack of protection. 

Condom maker Skyn has launched a global marketing campaign acknowledging that sexual moments don’t always happen between the sheets. Based on an insight that the most-memorable experiences are tied to the placed in which they’re formed, the company shows off a variety of distinct places where couples have been known to get intimate. 

“This campaign offers a unique perspective to a market which communicates largely around safety and functionality – reminding consumers that love can be found anywhere, Carol Carrozza, vice president of marketing at Skyn parent Ansell, tells Marketing Daily.  “It also gives voice to couples as to what intimacy means to them and places that evoke those special memories and emotions.”

The effort, which will run in the United States, Brazil, France, Poland, Italy and Australia, includes a video, in which viewers are encouraged to “stop looking for love everywhere,” while a visual shows a man swiping left through a dating app. The ad suggests love can be found “where you want it to be,” including “the back seat of a car” and “on this grass that scratches her back.” The ad also suggest one could find it in a partner’s eyes, smile and expressions. 

Though the campaign doesn’t shy away from the product’s sexual nature, it is not necessarily explicitly or envelope-pushing in terms of its video content. That’s by design, Carrozza says, as the brand wanted to push the emotionality of its “Feel Everything” tagline. 

“We’re seeing advertisements becoming more and more risqué, catering to both men and women,” Carrozza says. "We believe intimacy is more than the obvious, rather it is a compilation of place, moment, relationship and the ability to feel everything including physical and emotional sensation.”

In addition to the video, the brand is launching a promotion that will send winners on a vacation designed to help couples “discover and enhance intimacy,” Carrozza says. To enter, consumers — as couples — have to complete an online intimacy assessment, with only those scoring a compatibility rating of 60% or higher moving on to an interview phase. After that, two couples from each country will be awarded a grand prize trip, They will be asked to share their insights and reviews for Skyn’s “Intimacy Guide,” which will highlight 50 locations around the world to experience intimacy. 

“The entire point of this campaign is to hear from couples what intimacy and feelings mean to them,” Carrozza says. “This will most likely reflect local cultures, places, sharing of ideas and values, and choice of sexual health protection through the use of condoms.”