Durex's provocative new campaign centres around one of the most hated words in the dictionary (but which also happens to be the best way to have sex): Moist. It aims to make people more comfortable with the word, and by doing so help to normalise female sexual discomfort.
A playful, provocative and self-aware execution of the brand’s ongoing Ladies, Let’s Lube platform, first established in 2019, this new campaign from creative agency Havas London sees the word repeated across a range of eye-catching executions. By making people more comfortable with the word, it aims to normalise female sexual discomfort and destigmatise the solution – lubrication.
Women can naturally feel a bit drier down there for up to two-thirds of their cycle, leading to discomfort during sex being a feeling experienced by seven out of ten women1. And despite nine out of ten women who use lube saying that sex feels better and more comfortable2, only one third are actually reaching for it as a solution to natural dryness3.
Durex is on a mission to liberate good sex for all, and this campaign, for Durex’s Naturals lube range, aims to tackle female sexual discomfort and enable women to have sex that feels good for them, every time. The 2020 campaign calls on women to get comfortable with moist and get comfortable with lube.
The campaign spans video on demand, social, out of home, PR activation, influencer partnerships, a podcast ad and the sponsorship of topical podcasts including No Holes Barred, Loose Lips, Dear Joan and Jericha, The Girls Bathroom and The Emma Guns Show.
It includes a film, which – such is the strength of reaction to the word – simply showcases a diverse range of women saying the word ‘moist’ to the camera, getting progressively more comfortable with, and empowered by, the word the more they say it.
It will also include striking creative across social as well as out of home comprising the word ‘MOIST’ in huge, unmissable type. OOH is a priority for Durex going forward, to really help normalise these sexual conventions proudly and publicly in society. To do so, the brand plans to run OOH at locations such as Westfield Square at Westfield London, the country’s largest outdoor motion screen.