Durex sought a major brand repositioning to help open and drive the category in Ireland. After a competitive pitch, Headcase were appointed as lead experience & pr agency.
Fuelled by local insights, we developed a new mission for the brand in Ireland; to drive conversation & stigma change around pleasure & sex positivity in Ireland. We activated this mission with an integrated communications plan - combining high-impact media, Influencers, Content, PR stunts, events and sponsorship - as well as community management.
The campaign has steadily translated into category growth & sales and the corresponding community-led movement is placing Durex exactly where they need to be - a force for positive cultural change. Watch this space for much much more to come!
“Fighting shame, coupled with empowering people to feel comfortable in their own skin. Solid work.”
“Instigating meaningful change is what Headcase were born to do.
Durex’s mission is also our own”
Contact us to lean more about our Full Service Campaigns and Cultural Partnerships
