Creatividad: Durex "toma medidas"...

 

The campaign aims to show consumers that finding the right size of condom can lead to more pleasurable sex.

VaynerMedia has launched #FitMatters, its first campaign for Durex since winning the account in late 2021.

The campaign features England rugby player and Calm ambassador Joe Marler, TikTok personality Max Balegde, sex positivity blogger Venus Libido and health expert Dr Emeka Okorocha.

Aiming to show consumers that finding the right size of condom can lead to more pleasurable sex, influencer content has launched across TikTok, Instagram, and YouTube. 

Digital out-of-home and broadcaster video on demand content has also launched, featuring influencers involved in the campaign.

Daisy Domenghini, head of client partnership at VaynerMedia London, said: “We always want to ensure our clients are linked to where attention is focused.

“Today’s brands are built on social, so we’ve partnered with people who can talk authentically about this topic with different engaged communities, sharing their personal lives and playing around with the campaign line.”

Nikki Hayward, category marketing manager, intimate wellness, at Durex’s parent company Reckitt, said: “Our challenge is to transform the culture and conversations around condoms so that everyone can have empowering sexual experiences that build their confidence.

“Condom fit has never been a secret – it’s been on our packaging for years – but we want to ensure the message is out there loud and clear, and we’re delighted with VaynerMedia’s approach to spreading the word.” 

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