Playground Launched Pillow Talk with the 1-888-PLY-GRND Campaign
Laura McQuarrie — June 11, 2024 — Pop Culture
References: helloplayground & cosmeticsbusiness
Pillow Talk is a new signature lubricant from the pioneering sexual wellness brand co-founded by Christina Aguilera, Catherine Magee and Sandy Vukovic, and it's launching alongside the brand's first purpose-driven campaign, 1-888-PLY-GRND. This campaign centers around shame-free sexual wellness and empowerment, and it reimagines male-focused sex hotlines of the 90s.
"We are proud to be launching our newest product, Pillow Talk Personal Lubricant, alongside an inspiring campaign that encompasses everything I have always believed in about sex and sexual health," says Chief Brand Advisor and Co-Founder, Christina Aguilera, "This campaign speaks directly to women, encouraging better conversations and challenging the culture of shame surrounding women's sexual health and pleasure, all while contributing to an impactful cause."
At launch, 1% of the net revenue for every Pillow Talk sold will perpetually support nonprofits that align with the brand's social mission.
"We are proud to be launching our newest product, Pillow Talk Personal Lubricant, alongside an inspiring campaign that encompasses everything I have always believed in about sex and sexual health," says Chief Brand Advisor and Co-Founder, Christina Aguilera, "This campaign speaks directly to women, encouraging better conversations and challenging the culture of shame surrounding women's sexual health and pleasure, all while contributing to an impactful cause."
At launch, 1% of the net revenue for every Pillow Talk sold will perpetually support nonprofits that align with the brand's social mission.
Trend Themes
1. Shame-free Wellness Campaigns - Campaigns that combat societal stigma around sexual health present new ways for brands to support empowerment and open dialogue.
2. Social Mission-driven Products - Introducing products with a built-in commitment to support nonprofits aligns consumer purchases with social causes, increasing brand loyalty.
3. 90s-inspired Marketing Revivals - Reviving nostalgic marketing strategies, such as sex hotlines from the 90s, in a modern and inclusive context can capture attention and resonate with diverse audiences.
Industry Implications
1. Sexual Wellness - The sexual wellness industry is redefining public conversations around sex to promote health, empowerment, and destigmatization.
2. Nonprofit Partnerships - Collaborating with nonprofits for social missions allows businesses to contribute to impactful causes while engaging socially conscious consumers.
3. Marketing and Advertising - Leveraging nostalgic elements in advertising can create robust connections with consumers who value both innovation and familiarity.
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