Durex Naturals: Making reclaimed sexual pleasure a better customer experience

Durex, a condom brand, promoted its new Durex Naturals lube among young women in the UK by launching a mixed-media campaign that encouraged them to reclaim their sexual pleasure.


With social taboos limiting a better customer experience with Durex Naturals lube, it took boldness, and a little-known fact, to turn the tide.

Background: A brand built on liberating good sex for all

Durex is the world's leading condom manufacturer. In recent years it has broadened its business, producing gels and lubricants to liberate good sex for al