We launched a major new positioning and visual identity for Durex, railing against sexual taboos, stigmas and outdated, non-inclusive attitudes. A major shift for a 91-year old brand that’s used to talking about safety not sexual satisfaction.
Philosophy
With Valentine's Day as our backdrop, we launched Challenge Sexpectations, our promise to take on tradition and make way for a more inclusive sexual landscape. The campaign unveiled a reimagined visual identity for the brand, featuring a new typeface, One Night Sans, a fun and dynamic nod to its modernized purpose and Durex’s iconic lozenge-shaped logomark. We followed our declaration with a series of playfully provocative statements placed publicly – paired with findings from our Global Sex Survey and visuals celebrating the diversity of sexual relationships - to get people thinking and talking about Sex Positivity. And it worked.
Problem
For nearly a century, Durex has remained at the tip of most of the big sexual revolutions. But by 2020, condom sales were in decline as the iconic sexual wellbeing company was losing relevance with younger generations. To reverse these trends, Durex challenged us to modernise the brand, repositioning them as ‘side kicks’ for sex who champion inclusivity and celebrate the positive reality of real sex.
Result
Saw a 45% increase in online conversations and a +8pt increase in share of voice versus the previous Valentine’s Day Achieved an impressive 99% increase in positive sentiment