Championing safe (and good!) sex, with Durex.
As the challenger brand in Australia, Durex needed to cut-through a cluttered market, while communicating its brand purpose - to empower everyone to have safe (and good!) sex.
Our strategy centred on the insight that no other Aussie condom brand was leading the conversation on STIs.
To establish the problem and position Durex as an authoritative voice on STIs, we created 'The Durex Great Aussie Sex Survey'.
We partnered with the Kirby Institute and leading Australian Sexologist, Juliet Allen to set about uncovering what really happens beneath the sheets...
The campaign was an instant hit, with Durex experiencing a huge brand boost, significantly increased sales and awareness.
Let's get it up for safe sex!