Taking on ageism in advertising.
“Sex Never Gets Old” features a diverse group of older people, with a range of ethnicities, ages and sexualities, within beautiful, emotional portraits of couples. Through these emotive portraits Replens™ highlights that many people continue to enjoy sex and intimacy well into their sixties and beyond. The imagery and headlines emphasise a range of experiences and moments, from “touch never gets old” to “sex never gets old” – this is not just about the sexual act, but the broader canvas of human connection.
The campaign is a celebration of Replens™ inclusive brand values and gives visibility and awareness to the core brand community who Replens™ looked to hero in this campaign. Research tells us that despite 17.7% of the UK population being 65 or over, they only feature in 6.17% of advertising material (Lloyds Banking research, 2016). Whilst feedback from the brand community indicated a perceived level of societal discomfort with sex and intimacy in those aged over 55. Replens™ felt it was time to change this.
SEX NEVER GETS OLD (diversity award-winning campaign taking on ageism in advertising)
Replens™ won Transport for London’s (TfL) Diversity in Advertising Competition with this campaign which celebrates sexual intimacy amongst a diverse range of older people, breaking down misconceptions surrounding sex and intimacy in later life.