Astroglide: Life's Too Short To Fake It

BUSINESS CHALLENGE: The personal lubricant category was undifferentiated, with packaging, messaging and advertising all looking and feeling similar. Astroglide recognized the need to “break out’ of the sameness in order to grow.

CUSTOMER SITUATION: Through research of the marketplace and core target, we learned that while women were fighting the equality differences across all areas of life, there was one inequality not being addressed Inequality in the bedroom. But she was too embarrassed to talk about sex and lubricants. To break through, we needed to energize the empowered woman and end the stigma to help all women reach their climax.

INSIGHT: Women live in a gender-imbalanced world, and that extends into the bedroom. Nearly all men climax during sex, but only half of women do.

IDEA: Life’s too short to fake it. Break down the orgasm gap bedroom by getting real about the orgasm and woman’s sexuality. Empower her to refuse fake orgasms and feel confident in demanding the big “O”.

EXECUTION: With a limited budget, we needed to find a way to stand out affordably. The plan – showcase the “Life’s too short to fake it” campaign where faking it is the norm – FASHION WEEK IN NEW YORK.

With creative like “Fake Fur, Not Orgasm”, and “Fake Lashes, Not Orgasms”, our brand ambassadors crashed top fashion shows, handing out samples and taking survey’s, which was then used for digital content, on-going press-releases and video.

Bringing the “largest orgasm” to New York via a strategic outdoor placement, we generated more than 20 million impressions.

Our bold initiative impressed Walmart, who was on the fence about adding Astroglide to their shelves. This increase in distribution alone helped to double sales for Astroglide in a six-month period.

Video, used across digital platforms, wild postings, outdoor and brand ambassadors are below.