Case Study
Reckitt / Durex
Redefining the cultural narrative of sexual wellbeing
Image courtesy of Reckitt
The Challenge
To reposition Durex to shape the future narrative around sexual wellbeing.
Approach
Getting under the skin of how people think about sex. Exploring the intersections of sexuality, ethnicity, generation and region in a multi-market analysis to create a cultural mapping that illuminated potential positioning spaces.
The Cultural Unlock
Liberating sex from taboos. Reframing it as a healthy part of wellbeing, and freeing Durex from the limiting narrative of protection.
Impact
01
Revitalised relevance for Durex by shaping the conversation around sex – leading it towards pleasure, away from protection and porn.
02
A sharp new positioning. Inspiring creative guidelines translated this for global creative agencies in visual identity, packaging design and communications.
03
A smart portfolio strategy and innovation pipeline across condoms, lubricants, sex toys and intimate care.
“Space Doctors transformed our understanding of the meaning and signifiers of Sexual Wellbeing that could give the Durex brand a powerful and credible presence in cultures as diverse as those of North America, Indonesia, Brazil, and KSA.”
VF Group / Timberland:
Translating global strategy into local expression for APAC
