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Jems Condoms Wants You to Know, If You’re F*cking Old, You Better Be F*cking Safe


DENTSU CREATIVE campaign launches a new line of hard candies that start a conversation about safe sex

Jems Condoms Wants You to Know, If You’re F*cking Old, You Better Be F*cking Safe

It’s time to have ‘the sex talk’, but this time it’s with your grandparents. This STI Awareness Month, Jems is launching a bold new product to reach an unexpected audience: seniors. With sexually transmitted infections rising at a dangerous rate, ‘F#cking Old’ is encouraging younger Canadians known for their comfort in talking openly about sex, to talk to their elders about practising safer sex. 

The rise of sexually transmitted infections (STIs) among Canadian seniors is unparalleled since many seniors who leave long-term, monogamous relationships and re-enter the dating scene are unaware of the risks associated with STIs and hook up culture. In the past decade, STI rates for seniors over 65 have risen by 267% for chlamydia, and 388% for gonorrhoea, for example.

There is no sweeter way to start a conversation about sex, than with a box of candies. Sold on Jem’s website, F#cking Old assorted hard candies are each wrapped with a conversation starter around safe sex, just pick a flavour, unwrap it, and start a conversation about ‘wrapping it up’.

“Every aspect of the design of this product has a purpose. The outside of the candy box features innocent fruit, so grandma or grandpa is free to keep it out in the open. Open it up, however, and our fruit gets a little more risqué, each bringing a different aspect of the ‘sex talk’ to life. Sex is fun, why shouldn’t the conversation be?” says Jordan Doucette, CCO of DENTSU CREATIVE.

To launch the campaign, Jems has partnered with Jane Johanson, daughter of globally recognised sex expert and beloved Canadian television personality Sue Johanson, former host of the Sunday Night Sex Show. “Talking about sex with your parents or grandparents may be awkward, but frankly, has never been more necessary,” said Sue. “This campaign is about harnessing the power of gen z who talk about sex easily, and often over their vast social media networks, to bring that conversation to the older generation who often don’t understand their risks.”

“Teens and their grandparents have a unique bond that’s built on nothing but love and openness, meaning no topic is off-limits. Asking them to strike up this important conversation no one is very comfortable having thanks to this new product creates a much-needed moment refresher on safe sex.” added Rafik Belmesk, CSO of DENTSU CREATIVE.

“Ultimately, the candies are a sweet prompt to help bridge the gap and promote healthy sexual habits amongst seniors,” says Whitney Geller and Yasemin Emory, co-founders of Jems. “Instead of your grandma giving you a hard candy, this is a chance for you to give her one and ignite a conversation about sexual health and the spread of STIs, amongst a generation who is at risk.”

Order your box here and pick your flavour accordingly!

  • Bedroom Berry will spark a discussion around having a safe sex talk with your partner.
  • Bawdy Banana will have you bonding over the importance of using protection.
  • Pleasurable Pear will open up the conversation on knowing when to get tested.
  • Sensual Strawberry will provide the perfect chance to discuss the joys of getting it on.  


Agency / Creative
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Genres: People, Dialogue

Categories: Pharmacy, Contraception and Lubrication

Dentsu Creative Canada, Thu, 20 Apr 2023 13:18:52 GMT