Replens says 'sex never gets old' in intimate ads featuring senior couples

In recent years, brands have broadened the conversation about aging, acknowledging that life’s thrills don’t stop once you’re a senior. Last year, for example, incontinence brand TENA depicted older women unabashedly embracing their sexuality, and in March, a campaign for Mitzka’s OSU cider vinegar put stylish, active octogenarians in the spotlight. Now, a new campaign from lubricant brand Replens celebrates sex in the golden years.

Billboards and posters created out of U.K. agency The Gate feature striking black and white portraits of diverse couples, sans clothing, in intimate embraces or simply touching.The tagline reads, “Sex never gets old.”

“Age, intimacy and sex are rarely referenced in advertising when discussing those aged over 55,” said Rossana Doldi, head of healthcare at Replens parent Church & Dwight UK Ltd. in a statement, “Through this campaign we can give visibility and relevancy to this often, over-looked age group, giving people the confidence to view their older selves more positively, and inspire a long-lasting sex life.”

Research cited by Replens and The Gate found that while 17.7% of the U.K. population is 65 or over, they only appear in 6.17% of advertising messages. 

Replens also commissioned the “Flames of Sex & Intimacy Survey,” asking people over the age of 60 nationwide about their attitudes on the subject. The study found that despite society’s negative perceptions of sex and intimacy in later years, many people 60 and older find themselves more confident about and satisfied with their sex lives. 

The campaign won the third annual diversity competition sponsored by Transport for London, the governing body that oversees the city’s transportation network. The ads will appear on digital screens across multiple sites in the TFL network from March 15 through the 28th.