Durex

Sex. Own It

We repositioned Durex from a loud lad brand to one that speaks to women.

Challenge 

Only 2% percent of women regularly carry a condom.

Insight 

Many women find it embarrassing to buy them and rely on the guy to have one.

Solution 

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.

Social Media

In collaboration with Jessica Kielstra

 

Brief from D&AD New Blood