Indonesia – Fiesta, the condoms and lubricant brand under DKT, has launched a new campaign encouraging long-term couples to explore, experiment, and rediscover fun and connection in their relationships.
Titled “XXXploration Can Be Fun”, the campaign centres on the idea of rekindling curiosity, communication, and playfulness in intimate relationships, encouraging couples to try new experiences and explore shared fantasies in a light-hearted and consensual way.
The term “XXXploration” combines exploration and pleasure, framing intimacy as something that evolves over time rather than remaining fixed. The campaign builds on Fiesta’s long-standing emphasis on sexual safety, while placing greater focus on connection, shared experiences, and enjoyment.
Research on long-term relationships suggests that monotony, familiarity, and predictability can affect both emotional and physical intimacy, sometimes leading to reduced desire and satisfaction. Psychologists often describe this as relationship habituation, where comfort and routine gradually replace novelty and excitement.
Against this backdrop, the campaign positions intimacy as an ongoing journey rather than a routine, encouraging couples to approach it with openness and curiosity. It highlights everyday moments — from shared daily activities to playful communication and sensory experiences — as opportunities for connection, rather than focusing solely on extreme or unconventional behaviour.
Through “XXXploration Can Be Fun”, Fiesta also signals a shift in brand positioning, moving beyond being seen solely as a condom brand to one associated with pleasure, playfulness, and exploration, while maintaining its core commitment to safety.
Cut Vellayati, head of marketing at DKT Indonesia, said, “We know relationships change over time—and that’s normal. With XXXploration Can Be Fun, we want couples to feel excited about rediscovering each other in ways that are adventurous and experimental but still comfortable, consensual, and joyful.”
