THE WHAT? Reckitt Benckiser-owned Durex debuted a new campaign with an activist slant over Valentine’s weekend, according to a report published by The Drum.
THE DETAILS The campaign, created by Havas London, launched across online, OOH and TV is based on the Global Sex Survey carried out by the brand in 2017, which found unrealistic representation of sex has created anxiety around intercourse for many.
“This might be the most important piece of work we ever do. Durex is a huge brand with a unique and vital role in culture. It has genuine influence, and the capability to enact real change,” Elliot Harris, RB Global Executive Creative Director at Havas told The Drum. “And make no mistake, this is a proper commitment. This new brand purpose will lead to healthier conversations around, and attitudes towards, sex, but also greater inclusion and acceptance for those who might not always experience it. To have a brand like Durex publicly and proudly on your side makes a difference.”
THE WHY? Inclusive brands with a clear mission sell, and Durex knows this. With Gen Z coming to sexual maturity, it’s making a play for their custom.