Kondomeriet: Pillow Talk
“Inventive, fun and breaking new ground, this is a smart, insight-led piece of content-first brand building that aligns seamlessly with the brief, brand and target audience - using humour, playfulness and open dialogue to tackle taboos in a fresh way and create genuine audience involvement.”
Brief
Kondomeriet, Norway’s leading retailer in sexual wellness, wanted to build a deeper and more personal connection with its audience – moving beyond transactional campaigns to long-term brand affinity. The challenge was unique: how to make content about sex and relationships both approachable and entertaining, while reducing stigma in a culture that still treats these conversations with discomfort.
Podcasts were identified as the ideal format. They allow for intimacy, depth, and trust – qualities that align perfectly with the brand’s mission to normalize conversations around sexuality. Yet launching a branded podcast was not without risk. The industry is crowded, attention spans are limited, and branded audio content in Norway had rarely broken through. To succeed, the podcast would need to be more than a marketing vehicle: it had to feel like an authentic cultural contribution.
Thus, Pillow Talk was born – Schibsted’s first fully commercial podcast, and Kondomeriet’s boldest investment in content-first brand building. Inspired by the English term “pillow talk” (the intimate conversations partners share after sex) the podcast sought to create a safe, humorous, and judgment-free space for listeners to explore sexuality and relationships.
The objectives were:
Strengthen brand preference: Position Kondomeriet as an approachable, expert-led voice in sexual wellness.
Reduce stigma: Provide a trusted space where taboo topics could be discussed openly.
Expand reach: Use podcasting and multi-platform distribution to engage younger audiences (primarily 25–35, predominantly women).
Drive engagement: Foster listener participation, integrate giveaways, and encourage interaction.
Integrate sponsorships: Collaborate with partner brands such as Myyk to reinforce the intimate, cozy theme.
KPIs focused on:
Engagement (listening time, front-page clicks, shares).
Conversions (traffic from campaign materials to Kondomeriet’s platforms).
Brand awareness and preference lift, measured qualitatively and quantitatively.
The challenge was not only to launch a branded podcast, but to make it matter – to create a format that audiences would actively seek out, share, and participate in. In other words, Pillow Talk needed to prove that branded podcasts could be more than advertising – they could be cultural conversation starters.
Solution
The creative and strategic foundation of Pillow Talk lay in a powerful insight: many people have questions about sex and relationships but feel too embarrassed to ask. The podcast positioned Kondomeriet as the trusted friend who listens without judgment and answers with both expertise and humor.
Creative approach
Format: Hosted by Junie Christie, each episode combined a sexologist (Rebekka Kvilaas), a guest, and real listener questions. This ensured a balance of credibility, relatability, and entertainment.
Tone: Conversations were unfiltered yet respectful – playful enough to entertain, serious enough to build trust.
Audience participation: Listener-submitted questions shaped the content, making audiences co-creators.
Engagement hooks: Every episode ended with giveaways (products from Kondomeriet and Myyk) to encourage participation and loyalty.
Cross-media presence: Episodes were filmed for VGTV and cut into social snippets for Instagram and TikTok, extending reach beyond audio.
Influencer strategy
To amplify credibility and reach, the podcast integrated high-profile influencers including Sigrid Bonde Tusvik, Iselin Guttormsen, and Fritz Aanes. These voices normalized the conversation, added humor and authenticity, and extended the podcast’s cultural footprint. Importantly, influencers weren’t just guests – they actively discussed and shared the podcast with their communities, making it a true cultural talking point.
Distribution
The campaign built an omnichannel ecosystem to ensure discoverability:
Podcast platforms: PodMe, Spotify, Apple Podcasts, and VGTV. PodMe even created a “Sponsored Content” category to highlight the show.
Schibsted-owned media: Branded content articles on VG and Aftenposten amplified each episode and connected the podcast to high-traffic editorial environments.
Social media: Snippets and highlights sparked organic sharing, reaching beyond traditional podcast audiences.
Cross-promotion: Ads ran in top Schibsted podcasts like Harm & Hegseth, ensuring exposure in high-listenership contexts.
Owned channels: Pillow Talk was consistently featured on Kondomeriet’s website and newsletters, making it a core part of the brand’s ongoing communication.
Brand synergy
Every element was anchored in Kondomeriet’s mission: to normalize sexual wellness through open, stigma-free conversations. The format reflected the intimacy of real pillow talk, while sponsorship integration with Myyk (bedding) strengthened the cozy, approachable feel. The result was not just a podcast, but a brand experience listeners wanted to be part of.
Results
Pillow Talk delivered outstanding results, both quantitatively and qualitatively, establishing itself as one of Norway’s most successful branded podcasts.
Audience & engagement
The podcast ranked among the top-performing branded shows in Norway, with strong listener numbers across platforms.
Engagement exceeded expectations, with high listening times and repeat plays. Listener-submitted questions surged, showing audiences not only consumed the content but actively participated.
Video snippets generated strong social traction, driving shares, comments, and organic conversations that extended well beyond the podcast’s audio base.
Brand effectiveness
Brand preference grew significantly: Qualitative feedback confirmed that audiences found Kondomeriet more approachable, relatable, and trustworthy as a result of the podcast.
Stigma reduction: By providing a safe space for discussion, the brand positioned itself as a cultural leader in normalizing conversations about sex. Listeners reported feeling “seen” and “relieved” that these topics could be discussed openly.
Cross-promotional impact: Integration with Schibsted platforms ensured Pillow Talk wasn’t siloed—it became part of the mainstream media conversation.
Sponsorship success
The collaboration with Myyk reinforced the podcast’s theme and demonstrated the potential for authentic partnerships in sexual wellness. This success validated a replicable model for future branded collaborations.
Cultural impact
Perhaps the greatest success was cultural: Pillow Talk became more than a branded podcast. It became a conversation starter. With humor, honesty, and expertise, it tackled questions audiences had long been too shy to voice, breaking down barriers in a format that felt entertaining, safe, and judgment-free.
Lessons learned
Authenticity wins: Unscripted, honest discussions resonated more than overly polished campaigns.
Participation drives loyalty: Audience questions transformed listeners from passive consumers into active community members.
Short-form video extends reach: Social snippets proved crucial for scaling beyond podcast audiences.
Branded podcasts can be impactful: Pillow Talk proved that when done right, a branded podcast can become a trusted platform rather than a sales channel.
Conclusion
By daring to tackle taboo subjects with warmth and credibility, Pillow Talk delivered on every front: creativity, effectiveness, and brand synergy. It built deeper emotional connections, strengthened brand trust, expanded reach, and created a cultural shift in how Norwegians talk about sex and relationships.
This was branded content at its boldest – not an ad disguised as a podcast, but a genuine value-driven experience that entertained, engaged, and left a lasting mark on the audience and the brand.