Jontex Expands the Meaning of Pleasure, Linking It to Women’s Rights

BETC HAVAS campaign links intimacy to pay equity, safety and recognition in a twist on category conventions

Jontex, a sexual wellness brand from Reckitt in Brazil, used Women’s History Month to challenge how the category defines female pleasure – moving the conversation beyond sex and into rights, recognition and everyday autonomy.

Created by BETC HAVAS, the campaign, “How to Please a Woman” plays with the codes of seduction only to subvert them. What begins as a familiar setup quickly pivots: instead of focusing on intimacy, the films highlight often overlooked yet essential experiences such as equal pay, personal safety and the fair division of responsibilities.

Visually, the work leans into classic sensual cues – with an ’80s-inspired aesthetic and an intimate tone – to build expectation before breaking it. The contrast between imagery and message underscores the idea that female pleasure extends far beyond the bedroom, encompassing autonomy, respect and fundamental rights.

By reframing “pleasure” in this broader sense, Jontex positions it as something that starts long before intimacy. The line “For a World with More Pleasure for Women” reflects the brand’s ongoing commitment to a more open, responsible and culturally relevant conversation.

“We talk about pleasure all year long, but during Women’s History Month, we wanted to broaden that lens,” says Mariana Bueno, Marketing Director at Jontex. “Pleasure is also about being respected, recognized and feeling safe to occupy any space. With this campaign, we aim to spark this reflection in a way that is consistent with the territory Jontex has been building over the years”.

The campaign spans social and audio platforms, where the brand also creatively navigates advertising restrictions around the word “orgasm,” replacing it with expressions that signal pleasure in a broader sense -from pay raises to leadership opportunities and the freedom to move through the world safely.

“The concept ‘How to Please a Woman’ comes from the tension between expectation and reality,” says Sophie Schönburg, VP Creative Director at BETC HAVAS. “We used the language typically associated with the world of seduction to expand what pleasure means – because for women, it may go beyond the bedroom. And what’s sexier than not being interrupted mid-thought, or having equal opportunities and recognition at work, or walking down the street without fear? That’s real pleasure. Irony allowed us to land a truth and a way to move the category’s conversation forward without losing the brand’s authenticity.”

Rather than a one-off for March, the work signals an evolution in Jontex’s positioning with women – bringing the conversation around pleasure into areas of life that should be standard but are still treated as exceptions. By making this move, the brand reinforces its position as a leading voice in a conversation that brings together intimacy, pleasure, information, and cultural provocation.