As Wimbledon returns with its annual soundtrack of grunts, cheers and Centre Court drama, sex wellness retailer Lovehoney is serving up a playful new campaign designed to challenge a surprisingly common bedroom insecurity.
The brand has unveiled ‘Strawberries & Scream’, a Wimbledon-inspired initiative featuring a tennis-themed audio track and a new strawberry-shaped pleasure product. The campaign aims to encourage people to feel more comfortable expressing pleasure without embarrassment, after new research found that many Britons still feel self-conscious about the sounds they make during intimate moments.
Half of Brits Feel Self-Conscious About Bedroom Noise
According to Lovehoney’s latest research, 50% of Brits say they feel self-conscious about the noises they make during sex, while one in four admit they actively hold back from fully expressing themselves during intimate experiences.
The findings also reveal that:
- 59% believe making noise improves sexual experiences
- 71% enjoy sex more when both partners are vocal
- 63% say they personally enjoy intimacy more when they express themselves freely
- 55% have held back an orgasm, moan or vocal reaction because they were worried about being overheard
Privacy concerns appear particularly pronounced among younger adults, with 67% of Gen Z respondents admitting they have suppressed their reactions due to concerns about being heard by others. By comparison, only 47% of over-55s reported the same behaviour.
The Science Behind Grunting and Performance
The campaign is inspired by similarities between athletic performance and intimate experiences.
A study conducted by researchers at the Universities of Madrid and Extremadura in Spain found that vocalisation during tennis can improve ball velocity by nearly 5%, with coaches often encouraging players to grunt as part of their performance strategy.
According to Lovehoney sex and relationship expert Annabelle Knight, similar physiological mechanisms may occur during sexual activity.
She explained that vocalisation can stimulate the vagus nerve, which is associated with blood flow, sensitivity and muscle contractions linked to orgasm.
While the expert emphasises that everyone experiences pleasure differently, she notes that authentic expressions of pleasure may enhance physical sensations for some individuals.
Introducing ‘The Strawberry’ Clitoral Stimulator
At the centre of the campaign is The Strawberry, a fruit-shaped clitoral suction stimulator designed to combine playful aesthetics with powerful functionality.
The device uses the brand’s Pleasure Air Technology to deliver touchless stimulation and forms part of Lovehoney’s wider effort to promote positive conversations around sexual wellness.
A Wimbledon-Inspired Soundtrack Featuring Tennis Icons
Adding to the campaign’s playful theme is the 69-second ‘Strawberries & Scream’ soundtrack, available on Lovehoney’s campaign page.
The audio track features some of tennis’ most recognisable on-court vocalisations, including sounds associated with players such as:
- Serena Williams
- Novak Djokovic
- Andy Murray
- Aryna Sabalenka
Lovehoney notes that Sabalenka’s reported 113-decibel grunt from 2025 is significantly louder than the average orgasm, which typically measures between 50 and 60 decibels.
Bringing ‘Strawberries & Scream’ to SW19
To coincide with the tournament, Lovehoney is also taking the campaign to the streets of Wimbledon with a branded ‘Strawberries & Scream’ bike, appearing around SW19 throughout the championships.
The activation aims to spark conversation around sexual confidence and challenge the stigma surrounding natural expressions of pleasure.
Speaking about the initiative, Jo Connarty said the campaign was created to encourage people to feel more comfortable expressing themselves naturally and confidently, drawing parallels between athletes performing on court and people embracing authenticity in their personal lives.
Where to Listen
Readers can listen to the full soundtrack and learn more about the campaign via Lovehoney’s official campaign page: Strawberries & Scream
You can also explore Lovehoney’s full range of products on the official website: Lovehoney UK
