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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
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