Durex challenges sexual standards

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Durex introduced a new positioning and visual identity, opposing sexual taboos, stigma and an outdated, discriminatory approach. The identity developed by Havas London marks a significant development in the marketing strategy of the 91-year-old brand, which will challenge sexual norms in society.

Durex's marketing communications will reflect a new positioning - the “positive reality” of sex. Challenging obsolete norms, the brand wants to motivate healthy conversations and normalize good sex for everyone. The relaunch was based on the 2017 Durex global study, which pointed to the existence of an unrealistic view of sex in culture. Against these views, as well as stigma and taboos, is Durex.  

Durex unveiled the new branding on Valentine’s Day, in an open letter that begins: “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?

Elliot Harris, RB global executive creative director at Havas, adds: “This might be the most important piece of work we ever do. Durex is a huge brand with a unique and vital role in culture. It has genuine influence, and the capability to enact real change. And make no mistake, this is a proper commitment. This new brand purpose will lead to healthier conversations around, and attitudes towards, sex, but also greater inclusion and acceptance for those who might not always experience it. To have a brand like Durex publicly and proudly on your side makes a difference.”