Redefining the Condom Aisle: Moments launches women-first campaign via Willow & Blake
Moments, the condom brand designed with women’s pleasure in mind, has partnered with creative agency Willow & Blake to launch a new campaign redefining how women buy condoms.
Born from a clear and confronting truth, women purchase 41% of condoms, yet still feel the sting of stigma. The campaign aims to dismantle the shame surrounding women’s sexual agency.
Moments was built to serve women first, offering products designed for her pleasure, comfort, and control. Now, with a national retail rollout across Australia’s largest pharmacy network, the brand is making its boldest statement yet.
To support this milestone, Willow & Blake developed a full-funnel creative platform rolled out across social, BVOD, OOH, and owned channels. The goal: make Moments the go-to condom brand for 20–30 year-old women in Australia and New Zealand, and make buying condoms feel as empowering as using them.
Says Bri Nixon, Creative Director at Willow & Blake: “The condom category has long been shaped by the male gaze. Think highly objectifying language and imagery, and marketing that centres male performance.
“We saw an opportunity to completely flip that script. This campaign is about celebrating women’s agency, confidence, and desire by highlighting the little things we do to make sure it’s so on.”
Anchored in the creative platform ‘It’s So On’, the campaign champions those small but electric moments of anticipation, desire, and ownership—from shaving above the knee to making your housemate wear noise-cancelling headphones. Every scene is crafted from a women’s POV, creating an ‘if you know, you know’ connection with other women.
Visually, the campaign rejects the muted, masculine tropes of the category. Each scene is drenched in Moments’ signature saturated palette of rich purples, lime green, vivid orange, and bright pink, mirroring the brand’s packaging and bringing pleasure-first storytelling to life through bold, confident art direction. Moments are redefining the condom aisle for the better.
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