Durex Performax Intense: Let's get it on

Durex, the condom maker, used this campaign to reposition the product from being regarded as a necessary evil to one that was about sexual enhancement and in so doing make Durex a sex brand that people wanted to engage with.

Durex Performax Intense: Let's get it on

Havas Worldwide London

Advertiser: Reckitt BenckiserBrand: Durex Performax IntenseCountry: United Kingdom

Objectives

While sex is a hot topic, condoms are not. Almost everyone knows you have to use them but few actually want to. Condoms are widely known as a necessary evil- not a great starting point for a brand synonymous with condoms!

To reinvigorate the category we had to change people's perception of condoms. The goal was to make condoms be about sexual enhancement and in turn make Durex a sex brand they want to engage with...

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