With an Amorana OOH campaign in Zurich's cityscape, the leading Swiss provider and manufacturer in the field of sexual wellness is doing what other brands hardly dare to do: making anonymized sales data publicly visible and deriving pointed statements about the sexual preferences of the Swiss population.

When data becomes the headline

The current poster motifs focus on clear, sometimes deliberately pointed messages based on regional evaluations. «Bern - the Swiss bondage capital», «Zurich lubricates the most» or «Schaffhausen stuffs its mouth» - what at first glance seems irritating is part of a clear strategy. Amorana uses provocative, data-based statements to make intimacy more visible and position it as a natural part of everyday life. The campaign builds on the highly acclaimed «Amorana Sex Map» and now goes one step further: deliberately in the public space, deliberately fact-based.

In the spirit of the «Empowered Explorer», the campaign aims to promote a cultural change - from shame to more openness and self-determination. «We want to create a safe space for exploration,» says Miriam Otero, Brand Manager at Amorana. «Safety creates freedom, both in the choice of materials and in the social approach to sex.»

Discretion remains the top priority of the Amorana OOH campaign

Despite the public staging, the company emphasizes the uncompromising protection of privacy. The underlying data is anonymized and aggregated in accordance with the strictest certified guidelines, according to the press release. The protection of customer data is an irrevocable principle of the company's management. Regardless of the statistical findings, each individual package will continue to be packaged in an absolutely neutral and discreet manner.

From online store to sexual health ecosystem

The campaign underlines Amorana's claim to be more than just an online store. The company is increasingly positioning itself as a holistic ecosystem for sexual health. By combining technical precision and educational content, the company says it is consolidating its status as the «North Star» of the industry - and sending a clear signal: sex education doesn't just take place online, but in the heart of the city.

Responsible at Amorana: Miriam Otero, Brand Manager

This year, the Easter bunny is bringing much more than just chocolate to German-speaking Switzerland. Amorana, the Swiss specialist retailer for sexual wellness, is launching a large-scale Easter treasure hunt: Exclusive Easter eggs will be hidden in the cities of Schaffhausen, Wallisellen, Bassersdorf, Bülach and Zurich from today until Easter. Those who find them can look forward to a very special surprise for their own well-being.

The hunt for unique surprises begins

From now on, increased attention is to be expected in the cities mentioned. The company has hidden products from its range in the streets. With this variation on the classic egg hunt, Amorana wants to focus on the topic of self-love and invite passers-by to find and take the high-quality items for free.

References to social media

To ensure that the search does not become a needle-in-a-haystack search, Amorana continuously publishes information on the official social media channels Instagram and TikTok. Short sneak peeks and targeted tips on the locations of the hiding places are intended to make the products easier to find. Interested parties can follow this information in real time to gain an advantage in their search.

Why all this? Because of the eggs!

When asked about the "why" behind this unconventional action, Amorana answers directly and with a twinkle in her eye: "Why are we doing this? Well, because of the eggs!" However, there is a serious message behind the humorous slogan: with this campaign, the company wants to integrate the topic of sexual health and self-love into everyday life in a playful way. It is intended to encourage people to do something good for themselves and further break down the taboos surrounding the topic of pleasure.

Keeping allowed - enjoyment guaranteed

The conditions of participation in the campaign are straightforward: Anyone who finds an Amorana egg gets to keep the contents. According to the company, the selection consists of products designed for individual use as well as for couples. The provider is thus focusing on a range that clearly stands out from conventional Easter gifts and addresses the topic of sexual health.

For Valentine's Day, Amorana, the leading Swiss e-commerce provider for sexual well-being, drew attention to itself in Zurich city center with an unusual campaign. In the form of a pop-up flower stand, the company not only handed out classic bouquets of flowers, but also combined them with selected sex toys.

Love in all its facets

With the campaign in the heart of Zurich, Amorana wanted to encourage passers-by to celebrate love in all its facets, whether as a couple or in the sense of self-love. To this end, the company combined traditional symbols of affection with products from the field of sexual well-being. According to Amorana, the aim was to make sexuality more visible and position it as a natural part of a modern lifestyle.

The stand offered flowers in various designs, complemented by discreetly presented toys. In addition to classic bouquets with optional "toy upgrades", small, playfully designed products also attracted interest. These included so-called rose toys or the rose that never withers, which are visually reminiscent of everyday objects and are therefore intended to help remove taboos.

Positive Results

Miriam Otero, Senior Brand Manager at Amorana, draws a positive balance: "We wanted to show that lust and love belong together naturally. Flowers are the classic symbol of affection, but true intimacy needs more than just a bouquet. By combining our toys and flowers, we have redefined Valentine's Day: The gift should not only look beautiful, but also provide real pleasure." The reactions of the public have shown that the open approach to these topics is increasingly accepted.

The campaign in Zurich was part of the company's wider Valentine's Day campaign. This aims to position sexual well-being as part of a modern lifestyle.

When Switzerland's biggest music stage meets the pioneer of pleasure technology, two worlds that have always belonged together merge: Rhythm, ecstasy and pure emotion. Amorana and the Swiss Music Awards (SMA) announce their collaboration, setting an example for a modern, sex-positive culture.

Sexual wellness meets pop culture

With this partnership, Amorana is consolidating its presence in the Swiss cultural sphere and emphasizing the natural connection between creative expression and lived sensuality. The Swiss market leader has a long tradition of breaking taboos. Amorana has already realized pioneering projects with national artists in the past, including the highly acclaimed limited edition of the "Womanizer", which was launched together with the musician Naomi Lareine.

"Music and sex are the most honest forms of human fulfillment. Both thrive on vibrations, passion and the courage to let go," explains Miriam Otero, Brand Manager at Amorana. "Our partnership with the SMA is a logical step towards anchoring sexual wellness as an integral part of a modern lifestyle. We want to show that intimacy and joie de vivre belong on the big stage just as much as a number 1 hit."

Enrichment for the event industry

The partnership is also seen by the event organization as an important boost for the industry. The integration of a lifestyle brand like Amorana enriches the experience for guests and artists alike. "We are delighted to have Amorana on board as a steadfast partner. The Swiss Music Awards are all about creating unforgettable, vibrant moments," says Robin Brühlmann, Head of Event & Sponsoring at the Swiss Music Awards. "The worlds of music events and eroticism complement each other perfectly! It's about community, freedom and celebrating life. The fact that Amorana also actively supports the local art scene time and again fits in perfectly with our values at the SMA."

Vibration at all levels

As part of the SMA week, the partnership comes to life through targeted activations. Under the leitmotif "Vibration", Amorana creates experiences that get under your skin both acoustically and haptically. In doing so, the company is once again underlining its role as a trailblazer for a liberated approach to pleasure and placing the topic of taboo-free at the heart of Swiss pop culture.

The Swiss supplier of intimate lifestyle products Amorana is taking an unusual approach to Black Friday. Instead of operating with lurid price promises, the company relies on charming humor and ambiguity. The new campaign uses wordplay such as "Rabutt" instead of discount or "Stimulaktion" and deliberately avoids the usual discount shouting.

The multi-channel campaign was conceived and implemented by the Zurich agency Rawcut, the creative agency of the THRYVE Group. The tongue-in-cheek advertising campaign is being played out across all channels in German-speaking and French-speaking Switzerland.

Attitude instead of price pressure

"It's important to us that our campaigns make a point. With a clear attitude, fun and impact," says Vanessa Menegola, Head of Operations at Rawcut. The creative line is intended to strengthen the communicative potential in the area of sexual wellbeing and sharpen Amorana's brand profile in the long term.

Customers are enthusiastic about the unusual approach. "At Amorana, we attach great importance to communicating sexual wellbeing in a charming way. With the new campaign, we are showing that our products can also be advertised in a humorous way on Black Friday, without any overloaded discount communication," says Miriam Otero, Senior Brand Manager at the Lovehoney Group.

Amorana has been a pioneer in the field of sexual wellbeing in Switzerland since 2014. The Zurich-based company was founded by Lukas Speiser and Alan Frei and today offers over 300 brands as well as a selection of high-quality sex toys, lingerie and lifestyle items. Amorana has been part of the Lovehoney Group for a few years now and is therefore part of the world's largest erotic and sex toy group.

Responsible at Amorana: Miriam Otero (Senior Brand Manager), Responsible at Rawcut: Vanessa Menegola (Head of Operations)

Rawcut has many years of experience in supporting major lifestyle brands and will continue to develop the Amorana brand strategically and creatively. "We are very pleased about the trust and cooperation with Amorana," says Vanessa Menegola, Head of Operations at Rawcut. "Our aim is to exploit the communicative potential in the sexual wellbeing sector in a targeted manner and to position the brand with a clear attitude, lightness and impact."

Brand communication for the Lovehoney Group

Amorana was founded in 2014 by Lukas Speiser and Alan Frei and is now one of the best-known Swiss brands in the sexual wellbeing sector. The company offers a wide selection of sex toys, lingerie and lifestyle articles from over 300 brands. For some years now, Amorana has been part of the international Lovehoney Group, the world's largest erotic and sex toy group.

Rawcut was awarded the contract with a concept that focuses on the emotional development of the brand and addresses the high demands placed on the customer experience.
"Rawcut impressed us with a convincing strategic approach and creative precision," says Miriam Otero, Senior Brand Manager & Lead at the Lovehoney Group. "The combination of in-depth expertise, AI competence and tangible passion for our brand was particularly decisive."

Holistic approach

Rawcut is the creative agency of the THRYVE Group based in Zurich and Istanbul. The agency specializes in identity & design, campaigning and brand experience. It develops and implements communication solutions that bring brands to life in a holistic way - digitally, physically and immersively.

Amorana stands for a modern, open and positive approach to sexuality. The company was founded in 2014 with the mission of breaking down the taboos surrounding sexual well-being. Today, Amorana employs 34 people at its headquarters in Wallisellen and is part of the Lovehoney Group.

Contcept Communication is now handling PR work for the brand throughout Switzerland. "Contcept Communication stands for strong storytelling and a very good network. We are very much looking forward to achieving a lot together," says Miriam Otero, Senior Brand Marketing Manager at Amorana.

"Amorana stands for self-determination, pleasure and joie de vivre. With targeted PR work, we want to help ensure that the topics surrounding sexuality find their deserved place in social discourse," says Barbara Ryter, Co-CEO of Contcept Communication.

With this new mandate, Contcept Communication aims to further increase Amorana's visibility in Switzerland and create media impact around sexual wellness.

Since Monday, Amorana has been advertising the new "Womanizer Enhance" at highly frequented Zurich locations such as the main railway station, Stadelhofen and Sihlcity. The OOH campaign consists of three posters with provocative messages such as "With it, you'll get 100 %. Guaranteed." or "Better than your situationship." draw attention to female pleasure - and put it front and center.

The campaign is based on a survey conducted in March 2024 with 1,000 participants from Switzerland. The results show that 61.2% of the women surveyed rate their libido as high or very high - yet almost one in two say they occasionally or frequently fake an orgasm. Only a quarter say they have never done so. The results illustrate the so-called "orgasm gap".

Amorana wants to respond to this discrepancy with the "Womanizer Enhance". The new product was tested in a field study with 102 test subjects - and reportedly produced astonishing results, with all of them climaxing at least once. "Sex sells - but only if it's honest, self-determined and inclusive," says Miriam Otero, Senior Brand Manager at Amorana. "The Womanizer Enhance delivers exactly what it promises. And our posters say exactly that. With a wink, but always with substance."

The campaign stands out: the Instagram channel "Szene isch Züri" for example, drew attention to the subjects.

Recent studies reveal worrying facts about mental health in Switzerland. Up to 50% of the population show signs of mental distress, and as many as one in ten people suffer from serious mental challenges. These alarming findings now extend to the sexual well-being of the Swiss population, new research from Amorana reveals. In 2022, just under 50% of people still expressed satisfaction with their sex lives, but by 2023 this had dropped to just 45%. This means that a whole 55% of Swiss people do not see their sexual needs fulfilled or only insufficiently fulfilled. Interestingly, there is no significant difference here between women (49%) and men (52%). Self-assessment of sexual desire in Switzerland has also suffered, scoring only 5.87 points on a libido scale of 1 to 10, compared with 6.89 points in 2021.

August 23 marks the first National Sex Day proclaimed by Amorana. In light of declining sexual well-being, the company wants to encourage people to explore their own fantasies and sexual preferences without taboos. This holiday provides a platform to overcome societal restrictions, increase self-awareness and promote awareness of sexual diversity and self-acceptance.

Isabelle Schmid, Head of Marketing at Amorana, emphasizes the importance of sexual satisfaction for personal well-being: "The decline in sexual satisfaction shows that we still have a lot of work to do in Switzerland. With National Sex Day, we want to create a fixed day in the year dedicated to the topic of 'sex' in all its complexity, diversity and beauty. We want to create a platform for education, encourage honest discussions about sexual preferences and needs, break taboos and thus contribute to healthy sexual education and relationship building in Switzerland."

On August 23, Amorana will not only launch the first nationwide Sex Day, but also introduce its new brand claim "Feel Amorana". This slogan encourages people to embrace, explore and live their own needs and preferences.

Isabelle Schmid explains further: "Those who feel 'Amorana' are empowered to explore their own preferences in all their facets without shame. We want to empower and encourage people in Switzerland to come to terms with their needs and preferences and to talk about them confidently. Our goal is to promote a culture of education, understanding and acceptance based on openness, respect and self-love."

Amorana Toy Guide

To ensure that National Sex Day is also marked as the highlight of week 34, the resourceful sex toy supplier has put together a product guide. It contains five product recommendations. So the "Sync 2", a vibrator for couple for 169 francs or the "Position Master Bondage Kit" for 115 francs and 90 centimes.

The digital posters show a hand with a rainbow dildo dancing to a techno beat. The accompanying headline: "You want nz, nz, nz and then bang, bang, bang". The message is meant to directly tell it like it is, while drawing attention to what Amorana has to offer.

As part of this activation, the new brand claim "Feel Amorana." appears for the first time, positioning Amorana as a brand for sexual wellbeing and sexual empowerment.

According to the Family agency, the reactions to the humorous poster were mostly positive. Various passers-by shared the image on social media and expressed their opinions.

As part of this campaign, Amorana has launched special Street Parade discounts and promotions. This is to ensure that the party does not end after the parade.

Responsible at Amorana: Isabelle Schmid, Vivien Wehrli, Renato Gross. Responsible for Family: Claudio Catrambone, Tabea Mader, Marion Gwerder, Jan Walser, Hanja Heuss, Vitalli Peters. Responsible at Mediaeffects: Myrtha Hafner

Almost everyone does it and almost no one talks about it - that's the sober conclusion of what is actually a sensual topic. Despite scientifically proven benefits such as higher resilience, increased self-esteem, and improved sleep quality, masturbation is nowhere near as socially acceptable as it should be.

"The shame associated with the topic means that masturbation is usually only discussed publicly in an ironic or amusing context," explains Isabelle Schmid, Head of Marketing at Amorana. "That has to change."

The beat makes the orgasm

Reason enough to give this topic the attention it deserves for a month and to break down fears of contact. Heimat Zürich designed a social media campaign around toys that can be connected to the favorite playlist via an app and vibrate in beat mode to the music. Those who recognized the vibrating song in the contest could win VIP tickets to OpenAir St. Gallen 2023. With further content on social media, in blog posts and in the Amorana Magazine the topic of masturbation was further de-tabooed.

Leading by example

To further emphasize the normalcy of masturbation, the company gave its employees an extra day off to masturbate during Masturbation May. The "offday of a special kind" was reported both in the national and international press.

The aim of Masturbation May was to establish masturbation and sex toys as something commonplace. In addition, the measures have shown that there are toys for everyone and every need.

Responsible at Amorana: Isabelle Schmid (Head of Marketing). Responsible at Heimat ZürichNico Ammann, Sandy Pfuhl, Jacqueline Villiger, Anouschka Tschudi, Lisa Hirt, Diego Cavalli (creation), Andrea Braschler, Adam Schwarz (consulting). Photography: Oliver Rust KO-photography+film via VisualEyes Artists. Sound: UKO Audio Suite.

Countless product spots featuring the most popular toys and novelties flank the image spots, which are used year-round on TV and online.

The national campaign is running on TV and online.