Headcase Marketing erected a series of thought-provoking billboards across Dublin to bring attention to Durex Ireland’s new Sensations Campaign. The billboards purposefully don’t fit within the frame, serving as a visual representation to reveal that the public could be wearing ill-fitting condoms. The bold posters scattered across Dublin, show giant condom wrappers spilling out of the frame, highlighting a common reality of ill-fitting condoms.
A recent survey conducted by Durex revealed that more than ¾ of people are not 100% confident they are buying the right-fitting condom. To combat the issue, Durex’s disruptive approach aims to highlight the lack of awareness and education surrounding condoms and their different fits. If you were unaware of this, you're not alone! When they refer to “fit”, Durex offers three options: Close fit, Regular fit and Wide fit.
Masooma Hasan, Brand Manager for Durex Ireland says: “Condoms don’t have to be a barrier to pleasure, and we don’t take a one size fits all approach. We believe that everybody should be able to find their best fit and have wonderful, feel-good sex, without compromising on safety or sensation”. The pioneering brand is committed to fighting against the conventional belief that all condoms reduce sexual pleasure. “Ultimately, we want to empower people to be their true sexual selves. A vital part of that is knowing which tools are available to you, and how to use those tools to enhance your sexual experience - not be a barrier to pleasure,” Hasan says. The Sensations campaign seeks to grab the Irish public’s attention with the ill-fitting posters and drive the conversation on why condom fit matters (the right fit can deliver more pleasure, not reduce it).
● More than ¾ of people are not 100% confident they are buying the right-fitting condom.
● Around up to 44% of people are not using the right-fitting condom.
● Fit: To reduce the stigma around penis size Durex uses the term ‘fit’ when referring to condom shapes & sizes.
The Media Plan:
Headcase Marketing, serving as the creative force behind the Durex Campaign, executed the unique Guerrilla Marketing approach which saw strategically placed Condom Roadside Ads in high-traffic footfall areas within Dublin City Centre.
Supported by a prominent OOH 48 sheet on Gardiner Street, Dublin, that serves as the campaign hero site for a two-week cycle. To maximise the campaign visibility, Durex has partnered with Strategic Key Publications including Waterford Whispers News (How Many Puns Can We Get Out Of Durex’s Erection Screw Up?) and Gay Community News (Durex Busts Condom Fit Misconceptions with Clever New Dublin Billboards). These partnerships deliver authentic, engaging native content and further amplification through media channels to support the campaign.
DUREX PRESS RELEASE: RKT-M-33087.
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Durex is the no 1 Sexual wellbeing brand in Ireland**. In 2022, Durex relaunched the brand with brand new packaging and tone of voice, moving Durex into the 21st century with an aim to liberate sex that feels good for everyone, without discrimination or judgement. https://www.durex.ie/
**Based on sales data. June 2023. For verification, please contact PO Box 4044, Slough, SL1 0NS
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