TENGA: Feel More – Redefining Masculinity by Destigmatizing Masturbation Around the World

TENGA, a global sexual wellness company, increased sales and brand awareness in the US by launching Feel More, a platform that encouraged men to feel more and be unashamed of sex toy use.

TENGA - a global sexual wellness company that creates well-designed, non-obscene sex toys for men and women - had a problem. When entering the U.S. market in 2016, they were virtually unknown to Americans, despite remarkable brand success in their home of Japan, and had to contend with deep-seated taboos surrounding masturbation and particularly male sex toys.

To help overcome these challenges, TENGA hired BCW (Burson Cohn & Wolfe) to change the way Americans think and talk about masturbation. In 2018, following two campaigns focused on understanding and drivingthe self-pleasure landscape, TENGA wanted to further...

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