Idea
Jems is designed for an evolving multiplicity of sex and gender expressions, so we decided to focus on another, often overlooked target: seniors.
But awareness wouldn’t be enough, we had to educate seniors and start a public conversation to make a difference.
Our objectives:
• Raise awareness of Jems as a brand challenging toxic and outdated category norms.
• Spark an inclusive and educational conversation about sexual wellness amongst seniors.
• Drive trial on a minimal budget vs. competition.
Solution
Since our primary target was seniors, a traditional digital campaign would not resonate. Instead, we tapped into a channel we knew they would never ignore: their grandkids.
How might we use grandchildren to start the conversation about safe sex with their grandparents?
“F*cking Old. A candy brand designed to start conversations about safe sex.”
Jems launched a line of candies uniquely designed to foster conversations about safe sex within the 65+ community.
”F*cking Old” launched during STI awareness month through a national PR campaign in partnership with sex expert, Jane Johanson and TikTok creators.
Results
Jems took a taboo topic no one was talking about and turned it into a mainstream media darling. “F*cking Old” was covered in both Tier 1 and health and wellness outlets, totalling 300+ articles in the first week alone and + 151M earned media impressions.
A challenger brand with minimal investment created a BIG conversation.
• 400% increase in online sales for Jems following its launch.
• Earned media value of more than $20M+
…all with $0 media spent.
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