Customers who buy both books from publishing house Pocketförlaget, “Men vi knullar ju ändå inte” (literally: “But we don’t fuck anyway”) by Ann Söderlund and “Vips så blev det liv” (literally: “Suddenly there was life”) by Bob Hansson, are given a pillow with the word “yes” printed on one side, and “no” on the other.
The idea is that users can use the pillow to reflect whether or not they’re in the mood for romance.
“We thought we’d facilitate bedroom communication a bit,” said Gergö Wolmestad, the project leader at Dorian Mabb, the advertising agency behind the campaign.
“Since the books’ themes are linked, and we also wanted to do something that would stand out in a fun way that could also create attention for the books, we struck upon the idea of a pillow that clearly states your attitude, depending on which side is turned up,” Wolmestad said to The Local.
According to Wolmestad, the unusual campaign with a carnal twist has already proven effective, even ahead of the books’ launch.
“We’ve already had some inquiries about the pillow and Pocketförlaget has been asked about the books, and that’s always fun,” he told The Local.