‘CONDOM TESTERS’ • DUREX

With condom sales down and the UK government reporting a rise in STIs at the end of 2022, Durex wanted to promote its new, thinnest condom to date, Durex Nude, designed to tackle the biggest barrier to usage - lack of sensation. We needed to raise awareness that condoms – specifically Durex Nude - could actually enhance pleasure rather than inhibit it and bring condom usage and the innovation of the product to the forefront of cultural conversations. We carried out an in-depth research study to uncover the nation’s attitudes to condoms, allowing us to establish what the nation’s main barriers to buying and using them were, so we could position Durex Nude as the solution. To create additional news value and talkability, and incentivise people to trial the condoms themselves, Durex recruited 50 ‘Condom Testers’ from across the UK to test and review them for £100, showing the brand's confidence that the product wouldn't reduce sexual pleasure. 'Condom Testers' were briefed to leave a review on the Durex website with 90% of them rating Durex Nude as 5 stars.