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Durex
No. #1 in not making it weird
Problem: Make people ask for condoms, and buying them feel as casual as picking up toothpaste.
Insight: Studies indicate that shoppers waste up to 60% of their time trying to find a product instead of asking for it. That’s especially true for condoms. Most shoppers will go out of their way to not ask store staff where they are. Plus, pharmacies unfairly place them in the back, making them harder and more awkward to access. Even among brands, there’s an unspoken hierarchy of “vibe.” Some feel too edgy or niche, especially for young people in early relationships.
Solution: Position Durex as the most approachable, socially acceptable condom brand, the one you’re not embarrassed to buy. Reinforce Durex as the default: the normal one, the obvious choice, the one you can grab without overthinking it.
OOH - United States
Airport - Italy, France, Japan
Shopping in a foreign country sucks time out of precious vacation days, and buying condoms doesn’t tend to be high on the priority list. Studies suggest that up to 59.7% of travelers participating in sexual activity do not use condoms due to increased constraints, changes in social norms, and higher tolerance of risk-taking behaviors.
Durex mitigates these constraints at airport destinations with a PSA to save themselves the time and risk of trying to find condoms in a foreign country.
The Layover Lounge
In partnership with deluxe airline La Compagnie, a Durex-sponsored airport lounge that people won’t feel weird about.
Lounge merch will include branded condoms to take with you to your destination. Nothing will inspire people to practice safe sex abroad than condoms as travel status-symbols.
