EasyToys Launches a Reality Show to Address the Orgasm Gap
Today EasyToys, Europe's largest adult accessory retailer, launched “The Clitoris Conquest”: A brand new reality competition where couples race to find the peak of Mount Clitoris and discover a not-so-hidden treasure. But on this show, finishing first isn't necessarily a good thing… and not everything is what it seems. Because, while the curiously named mountain is a very real place in the Philippines, the brand’s first foray into original programming is actually a work of pure fiction, albeit one with a noble purpose – opening up a conversation about a quite uncomfortable reality.
The truth of the matter is, numerous studies show that less than 30% of women reach climax during mixed-sex sexual activity, whereas over 90% of men typically do – a phenomenon commonly known as the Orgasm Gap. Yet while that may seem like an unconquerable divide, it's one that most partners can easily bridge with the right knowledge. That’s why EasyToys, which has helped countless couples reach the “Big O” together, wanted to impart some of their wisdom in a fun and original way that would make the issue easier to address.
In the satirical trailer for the faux reality series, a charismatic host introduces viewers to three loving couples who are seemingly having some trouble in the bedroom. But as they trek across lush tropical landscapes in search of Mount Clitoris – and compete in a series of challenges teaching them everything from the value of communication to the importance of lubrication – the pairs don’t just find what they’ve been looking for, they quite literally learn to come closer together in the process.
After revealing the truth behind the reality, the trailer invites viewers to visit thegapisreal.com: A streaming platform-inspired website where they can watch a series of additional episodes recapping the individual challenges and learn the techniques that can help them reach the peak on their own. At the same time, users can read more about the Orgasm Gap and peruse an assortment of adult accessories specially selected by EasyToys’ sexual health experts.
Visit the campaign website here.
According to EasyToys CEO Eric Idema, “The Clitoris Conquest takes a humorous approach to an issue that far too many couples are still hesitant to talk about. But regardless of their reasons – whether it’s because of embarrassment, fear of rejection, or simply a lack of knowledge – at EasyToys we’ve learned that open communication between partners is always the first step towards a more fulfilling and satisfying sex life. Our company motto is “It’s Playtime”, which is our way of encouraging people to explore what brings them pleasure through play. And with this campaign, we’re hoping to do just that.”
The multi-tiered campaign, which was devised by creative agency Officer & Gentleman, will see additional executions across social, digital, ecomm, radio and outdoor media, all intent on helping audiences find Mount Clitoris on their own. It also forms part of a larger effort by the brand to bring their new “It’s Playtime” creative platform to life through activations designed to engage audiences around larger social and cultural issues, but in a decidedly playful way. The campaign goes live today in multiple European markets, including The Netherlands, Belgium, Spain, Italy and Poland.
