The Semiotics of Sex
How cultural strategy helped Durex reframe sexual wellbeing across global markets
The Challenge
Durex had established itself as the world’s leading condom brand, but this success created its own limitations. The brand needed to expand its relevance beyond product functionality to engage in broader conversations about sexual wellbeing. This meant navigating complex cultural territories: varying attitudes toward sexuality across different markets, intersecting dimensions of identity and expression, and persistent taboos that affect how people think and talk about sex.
The key challenge was to help Durex develop meaningful connections with diverse audiences while respecting local cultural sensitivities. The brand needed to understand how conversations about sexuality and wellbeing were evolving across different intersections of sexuality, ethnicity, generation, and region – and how to participate in these conversations authentically.
Our Approach
We utilised our global network of cultural analysts to decode how sexual wellbeing is understood and expressed in different markets to reveal the deeper cultural codes that shape how people think about and express their sexuality.
Our methodology combined two powerful analytical frameworks:
First, we developed the Cultural Codes of Sexual Wellbeing, drawing on localized insights from our in-market teams worldwide. These codes captured both universal patterns and important cultural nuances, creating a sophisticated framework for understanding how sexual wellbeing is conceived and discussed across different contexts.
We then translated these insights into a Semiotic Map of Sexual Wellbeing – a strategic tool that allowed regional Durex teams to visualise market-specific nuances and identify the precise visual and linguistic levers needed to activate relevant cultural codes in their markets.
To complete the picture, we conducted a detailed analysis of key competitors in each market, studying their core brand assets and communications. This revealed both dominant and emergent narratives in the category, highlighting opportunities for Durex to disrupt traditional conversations and create distinctive new positions.
The Outcome
Our work provided Durex with a sophisticated cultural framework that transformed how they approach sexual wellbeing conversations across global markets. Durex gained access to nuanced, culturally-informed strategies that respect local sensitivities while pushing category conversations forward.
The impact manifested in several key ways:
- A rich library of market-specific insights that enable more authentic storytelling
- Clear pathways for discussing sexuality that balance progression with cultural sensitivity
- Tools for regional teams to develop locally relevant yet globally aligned communications
- Strategic direction for representing sexuality in ways that champion inclusivity and authenticity
Perhaps most significantly, this project helped Durex move beyond traditional category constraints to find new ways of representing sexuality that feel both culturally relevant and future-focused. The brand can now engage in meaningful conversations about sexual wellbeing that resonate across different cultural contexts while maintaining consistency with their global identity.
This work demonstrates how thoughtful cultural strategy can help brands navigate sensitive topics across diverse markets. By combining analytical approaches with deep cultural understanding, we helped Durex evolve from a product-focused brand to a voice for positive change in sexual wellbeing conversations worldwide.