Durex rebrand

We rail against 'repressive' sexual conventions with Durex with sex positive brand relaunch.

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We have unveiled a major new positioning and visual identity for Durex, railing against sexual taboos, stigmas and outdated, non-inclusive attitudes. This launch marks a significant development in the 91 year-old brand’s marketing strategy.

All marketing communications for Durex globally will reflect this new positioning – showcasing the ‘positive reality’ of sex. By challenging rather than enforcing society’s sexual conventions, it hopes to stimulate healthy conversation and normalise good sex for all, whatever that happens to look like.

The relaunch was informed by Durex’s 2017 Global Sex Survey, which paints a picture of a sexual landscape in flux. While the exponential growth of the internet has brought positives including openness, discussion, exploration and access, its consequences, including misconnection, myths, lack of education and confusion, are substantial. Ultimately, the findings pointed to an underlying sexual anxiousness, driven primarily by unrealistic representations of sex throughout culture.

The launch centres around an inclusive open letter to all:

What if this Valentine’s we challenge sexual norms.
‘Cause let’s be honest, why do we conform?
Behind the messages of love and sex,
Sometimes it’s not as good as we expect.
Told I need to moan like that.
I should look like this.
Swipe left. Double tap. The perfect profile pic.
We’re all under pressure,
And enough is enough.
So what if we take a stand for sex?
Worry less about how it ‘should’ look. Celebrate how it can feel.
Where porn’s not the norm.
And STDs are kinda real.
Women aren’t judged too quick.
Guys aren’t told they need a big ****.
From the first time, to ‘no, not this time’.
Throw out definitions and let go of traditions.
You do you. Or he, she, them, they, us and we.
Love is love, no matter orientation.
Isn’t it time we challenge sexpectations?

Havas London

Havas London is Havas UK's flagship creative agency. Our mission is to make a meaningful difference to the brands, the businesses and the lives of the people we work with. We are committed to building a diverse culture where everybody feels they belong, can be themselves, thrive and grow.

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