Durex Challenges Sexual Norms In Global Rebrand Via Havas

Durex Challenges Sexual Norms In Global Rebrand Via Havas
B&T Magazine
By B&T Magazine



The world’s biggest condom maker, Durex, has unveiled a global rebrand to coincide with Valentine’s Day.

Created by Havas London, the campaign attempts to destigmatise sexual taboos and non-inclusive attitudes with the aim of showcasing the “positive reality” of modern-day sex. All of Durex’s marketing and communications globally will reflect the new branding.

According to the 91-year-old company, the rebrand came after research from it 2017 Global Sex Survey that found most people have an unrealistic view of sex, much of it driven by what we see online.

To launch the rebrand, Durex published an open letter explaining its stance.

Commenting on the work, Elliot Harris, RB global executive creative director at Havas London, said: “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.”




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