Creating a New Normal for Sex: COVID-19 x Durex

Durex, a condom brand, launched a worldwide campaign to increase relevance and challenge human insights about personal sexual safety in order to help halt the worldwide rampage of STIs.

Campaign details

Brand: DurexAgency: Havas London

Executive Summary

  • Durex has been protecting sex lives for over 90 years, but the brand was losing relevance with the next generation.
  • When COVID struck, sex lives completely stalled, further threatening the brand and its business.
  • Through a mixture of qualitative research and social listening, we dug underneath consumer statements about rushing back to their sex lives to deliver an insightful adaption of the Durex brand strategy of challenging conventions. We listened to what people thought they wanted, and developed a campaign to help them see what they actually needed.
  • We...

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