Having regular sex is a proven factor for improved mental well-being, and sex toys can be helpful in improving your sex life. This is why sexual wellness brand RFSU launched a new collection of sex toys. Founded in 1933, RFSU is a pioneering organization working with sexual and reproductive health and rights. But whilst sex toys are not uncommon in Sweden, our research showed that people quickly grew tired of them, leaving four out of five toys in a drawer. How could we not only sell RFSU’s new range of toys but also keep them in use? By creating the world’s first erotic product manual. By combining the booming audio erotica trend with a classic product manual, we aspired to help Swedes fall back in love with their toys. The manuals were created with audio erotica company OhCleo, and QR-codes on packaging led consumers straight to their product’s manual.

In the audio piece, listeners tune into the sensual voice of Swedish actress Rachel Mohlin, who guides them through a complete sensory experience with their new sex toy. Beginning with the unpacking process, Mohlin speaks directly to the listener, providing step-by-step instructions that encourage them to explore the full capabilities of their toy. The audio piece is a harmonious blend of product manual and erotic novel, resulting in an immersive and thoroughly enjoyable session of pleasure.

Our fresh insight into the target audience’s attitude towards sex toys, combined with our innovative solution to the problem, generated significant interest. So much so, that RFSU's experts were invited to appear on popular national morning and afternoon TV shows to discuss sex toys and desire. The PR impact ranged in clippings from Swedish public service to commercial actors and resulted in an earned reach of 19.5 million, quite extensive in a country with only 10 million inhabitants.

In terms of sales, the sex toys flew off the shelves and into Swedish bedrooms. Retailers and pharmacies nationwide sold out faster than they could restock. The sales outperformed projections by 265%, making it one of RFSU’s most successful launches ever.