Sex doesn't have to be sleazy, a fact the sex toy retailer has proven over the seven years of its existence. However, that's not enough for the new CEO, Claire Midwood: She aims to make the brand a go-to source for sexual fulfillment. This is because society still has a limited understanding of sexuality. The new self-confidence is also reflected in the new brand claim, "Sex your Way." The new campaign is intended to be just the beginning of a fundamentally different approach to brand communication.