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 driving the self-pleasure landscape, TENGA wanted to further elevate its impact by launching a new, global campaign that continued to normalize masturbation and tackle its stigmas while generating sales of men's products.