ViVE was developed due to the lack of representation for older people by brands and within the media, especially relating to their sexuality. Self-pleasure, although often considered a taboo, is even more stigmatised for older adults. Therefore ViVE intends to empower older people in their sexuality and body confidence, proven to decrease symptoms of depression for a more fulfilled life.

Three integrated marketing campaigns were developed for the brand, focusing on representing older people realistically. These were called ‘I’m Still Sexy’, ‘New Vibrations’ and ‘Art of the O’ all targeting specific consumer groups of the wider target market.

The campaigns consisted of a brand launch campaign showing that older people are still sexy, a collaboration with a dating website to improve consumer connections and an artistic campaign embracing female empowerment and self-pleasure. The choice of communication tools were supported by current trend research, focusing on slow advertising by prioritising community and culture centred strategies.