From Dorothy to Gaga: a sex-ed lesson in Pride, powered by Durex
PROVING PLEASURE SELLS
Durex wanted to break down barriers around condom use and promote its new, thinnest ever condom the Durex Nude. Our challenge was to turn taboos into a talk trigger, enhance confidence and reframe pleasure.
We uncovered the nation’s biggest barrier to condom use – lack of sensation – and built our campaign around it.
We paid 50 ‘Condom Testers’ to have sex, trial and rate Durex Nude – a bold, confident move that sparked press attention and public interest.
Research, influencer seeding, and social storytelling worked in sync to build buzz across owned and earned media.
The campaign challenged stigma and sparked a new, honest conversation about sexual pleasure.
