Description:

Our brief was to position Health by Habit Libido as the accessible sexual wellness supplement for everyone—made for all bodies, all relationships or situation-ships. The creative would push boundaries but, most importantly, it would take people on a journey that was inclusive, informative and real.

‘Come Inside’ was the grounding idea for the campaign, a sexual innuendo that also invites people inside the purple world of Libido. Our campaign copy for the Libido product naturally flowed from our ‘DO IT DAILY’ tagline for Health by Habit: DO IT WITH LIBIDO.

In order to deliver our clever, tongue-in-cheek copy, we used Tusker Grotesk as the primary typeface, giving our copy impact and memorability. Whilst some of the graphic treatments and nuances were created with subtlety, we wanted our copy to stand out and be remembered.

Our objective was to make Libido feel like a departure from the normal Health by Habit content. We created a suite of 3D graphic assets that would be used across our internal channels and external platforms, including a billboard centrally located in Times Square, New York; and a digital partnership with Tinder, in which we created a Branded Profile Card in app that would encourage users to discover Libido via profile photos and a cheeky bio, before asking them to ‘swipe right’ to drive through to purchase.

Inspired by sex toys, these 3D shapes took on a variety of textures, forms and movements that created a sense of playfulness and suggestiveness. The purple palette was embraced and pulled through all aspects of creative outputs.

Curtains are a key motif throughout the campaign, hinting at something provocative behind them. They start our hero 15 second campaign video, where a woman’s hand beckons through the curtains to follow her, before they open on our purple scene AKA the Libido world. Dressed and styled in shades of purple, the set was created as a welcoming space for everyone, celebrating sexual wellness in all its different forms. Talent selection for this video was also key to the inclusivity and values of the campaign, championing a non-binary model as one of the characters.

In the 3 months after launch, we saw 1 million views of #DOITWITHLIBIDO on Tiktok and 6.3 million paid media impressions and 2.6 million accounts reached across Meta. We received press coverage in Beauty Independent (UMV: 67,541) and Men’s Journal (UMV: 4,033,139).

The ‘Push my Button’ Libido Influencer box, designed in conjunction with Mat from Think Packaging, cleverly integrated a push button opening mechanism which added suggestive undertones to the unboxing experience. Inside, the goal was to hero the product, while underneath was the ‘surprise and delight’ elements: a custom-designed mirror and conversation cards, which we hoped would encourage open dialogue and exploration.

Off the back of the influencer box send-out, Libido went viral on Twitter, with online sales increasing 8583% in 24 hours and overall sales increasing 858%. Not only did Libido outperform our best-selling Women's Multi SKU—it also sold out nationwide.