• by Nina Lentini  @Nina_Lentini, January 4, 2017

This week, BioFilm, Inc., maker of personal health product and lubricant Astroglide, debuted a campaign created by the brand’s agency of record, Red Door Interactive, based in San Diego.

The media plan, designed to pique interest in consumer trials and then convert sample requests into purchases, includes programmatic, native, mobile, video, retargeting, and contextual.

“The 2017 campaign is meant to be more emotive and less overtly sexual than campaigns past,” Red Door Creative Director Patrick Cinco tells Marketing Daily. “The sexuality is conveyed through the ‘interior’ moments you see in the photography, while the exterior images show a more subdued appearance. The overall interpretation being that these interior moments represent the exhilaration you feel as a part of exploration.”

Print ads will run in Women’s Health, Marie Claire, Men’s Health and Maxim. Ads will appear on platforms such as Spotify and Hulu, and fund search and mobile placements.

Says Andi Robbins, Red Door business manager, “The target demographic is broad, both male and female, hetero and LGBT, ages 25 - 54.”

“This approach to us is about more than raising brand awareness, it’s about presenting a look and feel that isn’t overtly sexy, but seductive and sensual,” says Helen Way, senior marketing manager at Astroglide in a statement. “Our goal is to be the leader in personal health products.”

The brand says it “exists to inspire individuals to explore pleasure and intimacy without distinction between needs, desires or sexuality.”