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Sex. Own It
We repositioned Durex from a loud lad brand to one that speaks to women.
Only 2% percent of women regularly carry a condom.
Many women find it embarrassing to buy them and rely on the guy to have one.
We re-designed the packaging to appeal to women, changed the tone of voice in communications, provided an empowering message and offered and easier way to buy and carry condoms.
In collaboration with Jessica Kielstra
Brief from D&AD New Blood
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