Why We Love Durex’s Creativity In Marketing?

Durex is known for its witty and creative ads, and we love their creativity when it comes to their marketing. Here are a few reasons why.

Durex challenges outdated thinking about sex

Back in the day, sexual topics were considered taboo. In fact, older generations still find it awkward to talk about sex, whether in public or in private. This has changed through the generations, though. Nowadays, sex is a topic that is talked about openly online, and people are now more open about different sexual identities than ever before.

Durex joins in that conversation by challenging sexual taboos, outdated thinking, and stigmas about sex, giving way to more inclusive and more positive attitudes. Durex's marketing reflects these new attitudes all over the world with hopes of normalising sexual conversations.

They remind us about the aspects of sex that should be important and the ones that shouldn't be important.

In Valentine's Day ad released in the UK this year, Durex challenged how some people conceive sex as something perfect and romantic, asking "What if this Valentine's, we challenge sexual norms?" The ad then continues to ask: "So what if we take a stand for sex?"

This is followed by a challenge to worry less about how sex should look and instead celebrate how it can feel. It tells us to not see porn as the norm and to remember that STDs are real. It also tells us to consider what things would be like if women weren't judged so quickly and if guys weren't told they need to be well-endowed.

Durex isn't afraid to speak the truth

Some of Durex's ads blatantly point out the realities of sex that most people don't like talking about. One of their ads points out that "We're faking it. 2 out of 3 of us are not fully satisfied with our sex lives." This is a good example of something that people might not consider when they have sex but really should ensure satisfaction from the parties involved.

Durex uses statistics to back up their claims

Durex doesn't just pretend to know all about sex, either. They conduct global surveys to get their statistics. Although the Internet may have opened up the conversation about sex to a broader audience, not everybody speaks out about what they really think. Through their creativity in marketing, they share facts that people might not have considered or spoken about openly. They allow people to think, open up discussions, and explore their views of sex while clarifying confusing questions, providing realistic representations, and helping people connect with the topic more.

Their goals are in line with what today's generation needs

The owner of Durex, Elliot Harris, knows that Durex is a big brand with an important role in our culture, a genuine influence on the public, and the ability to bring about real change. "This new brand purpose will lead to healthier conversations around, and attitude 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," Harris says.

They make people feel more comfortable about using condoms.

A lot of people in today's generation feel like they don't need to use protection when they have sex. Thanks to Durex's creativity in marketing, they are now more open about using condoms. Seeing Durex's ads on social media also serves as a regular reminder to do so.

Durex's ads are eye-catching and attention-grabbing; but beyond that, their creativity has also done a huge part in opening up conversations, making people feel more comfortable talking about sex, and keeping people's sex lives safe.

The article was written by Soon Koon.