With the slogan “If there is Mother’s Day, Father’s Day, and Children’s Day, why don’t we have a Sex Day?” the condom brand Olla launched an advertising campaign advocating for the creation of Sex Day in 2008. The chosen date, September 6th, references the sexual position 69.
The campaign aimed to show that certain family celebrations exist solely because of sex, and therefore it would be fair to have a celebration for the practice.
At the time, José de Araújo, owner of Inaltex — the company Olla was part of — and Carlos Domingos, owner of the advertising agency Age, which provided services for the condom brand, launched the campaign.
The coincidence in the calendar delighted the creative team. The campaign was created and promoted through advertisements, videos, email marketing, a website, and online ads.
The marketing move had several objectives, one of which was to make Sex Day an official date in Brazil. Additionally, the celebration could also serve as an opportunity to discuss certain topics, such as female orgasm, sexuality, health, and pleasure.
Motivated to officialize the date, the site created by the campaign called on people to sign a petition that would be presented to the Chamber of Deputies. However, the process did not move forward and the date is not part of Brazil’s official calendar.
Nevertheless, it became popular in the country, especially on the internet. In an interview with the portal UOL, Domingos recalls that the reaction to the campaign was quick and significant. The agency owner remembers that communities with the date were created on Orkut — one of the most popular platforms at the time. He also emphasizes that if the campaign were launched today, due to the growth of social media, the impact would be much greater.
The date also gained the purpose of raising awareness about Sexually Transmitted Infections (STIs). Currently, other brands use the day to promote services, such as flower shops, motels, restaurants, condom brands, and other businesses related to the sexual sector.
*Intern under the supervision of Pedro Grigori
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