Nordic Contraception Brand RFSU Throws out the Sex Toy Rule Book, and it Sounds so Good

Nov. 22, 2022

People have sex toys – great – but they’re not using them. Sex toys have lost their spark, and RFSU is reigniting them with sensual, audio-based user manuals produced with the audio erotica app OhCleo. The sexy manuals encourage the clueless and the curious to explore the full potential of their sex toys – and put them in an ear-ogenous zone while doing so.

Studies show that people are having less and less sex. But they’re not just sick of sex – they’re bored of sex toys too. So when RFSU launched its new collection of sex toys, it was time to throw out the rule book on sex toys and bring sexy back. 

To help people spark a new connection with their toys, RFSU, together with the audio erotica app OhCleo, produced six sensual manuals, each designed as an audio-based guide where users can explore their toys in a new and lustful way.

Anette Otterström, Nordic communication & brand manager at RFSU AB said:

"Our survey shows that those with access to a sex toy experience have increased sexual well-being – which is why we want to contribute to solutions that improve use. Our sensual manuals cover both essential information and serve as a source of lust and inspiration."

 

The campaign was developed together with RFSU’s creative agency Valtech Radon.

Magnus Klang, executive creative director at Valtech Radon said:

"Important information often tends to be packaged dry and dull. Sex toys are fun, so when the idea came up, it felt like a given to heat things up a bit and give the accompanying manuals a sexier costume."

 

The manuals will be activated in digital outdoor spaces, print, PR, social, on YouTube, Spotify, Meta, TV4-Play, TVC, Cinema, Online display, online video and Influencers & podcasts collaboration.