Lovehoney + Billy van Creamy serve experiential ice cream pop-up in Melbourne via CampaignLab
Leading sexual wellness brand Lovehoney is taking its brand off the shelf and onto the street with a two-day experiential pop-up in collaboration with Melbourne gelato icon Billy van Creamy.
Running 10–11 October at the Billy van Creamy Brunswick store, the activation, delivered by agency of record, CampaignLab, brings a retail-first twist to Lovehoney’s new creative platform, Feel the Lovehoney, celebrating everyday moments of connection and pleasure while broadening the brand’s footprint beyond eCommerce.
Recent research from Lovehoney found that:
- • Married Victorians are the most likely to struggle, with 58% reporting low libido
- • Victorians in relationships (not married) fare better, with only 41% saying their libido is low
- • Single Victorians sit in the middle, with 50% reporting low libido
To help Victorians rediscover their spark, Lovehoney and Billy van Creamy are serving up gelato that invites people to ‘feel’, literally and emotionally, through shared pleasure. Guests can enjoy aphrodisiac ice cream flavours, all served in an exclusive double cone designed for two people to share, sparking small but meaningful moments of intimacy.
The activation will feature:
- 600 free cones daily
- Exclusive limited-edition flavours – Lavender & Honey and Sumac & Strawberry – and a custom cone design
- Complimentary Lovehoney toys for the first 50 customers per day
- On-site brand activations to encourage sharing and content creation
Says Nadia McCowan-Hill, Global PR Lead at Lovehoney: “As a sexual wellness brand, we face high levels of censorship across traditional and digital platforms. Our new platform, Feel the Lovehoney, is about finding creative ways to connect with consumers through playfulness and real-world experiences. This partnership with Billy van Creamy lets us reframe conversations around intimacy and embed the brand in Melbourne’s lifestyle culture.”
The activation will take place on 10–11 October between 11am–10pm at Billy van Creamy, Brunswick. For more information, please visit: lovehoney.com.au/lovers-scoop