Foreplay Day will this year be used to promote lads' weekly magazine Zoo, while Orgasm Day will push sex shop Ann Summers.
But which day, ahem, came first? Much to our amusement, we learn that four-year-old Orgasm Day was set up before Foreplay Day, the creation of Frank PR in its third year.
Frank co-founder Andrew Bloch says the propinquity of the days is 'logical' and enables joint PR opportunities.
Meanwhile, Ann Summers PR and marketing manager Michelle Gibb tells us: 'We're doing a full week's worth of activity this year - we're going to be making a lot of noise about it.'
One shudders to think of what's planned.