HOW WE PLACED DUREX EXACTLY WHERE THEY NEEDED TO BE.
A force for positive cultural change. Not just a brand campaign. A movement to shift how Ireland talks about pleasure and sex positivity.
THE CHALLENGE
Ireland didn’t talk about sex. Not easily, not out loud, not in a shop.
Which is a hard place to sell a category. Durex didn’t have a share problem, it had a conversation problem. They hired us after a pitch as their lead experience and PR agency, and the job was to change the conversation before trying to change the sales.
THE APPROACH
We started by asking Irish people what they actually thought about sex, pleasure and shame. Not what they would say in a focus group. What they thought.
That gave the brand one job here. Stop selling products and take the embarrassment out of the subject.
Then we put that everywhere. Media, influencers, events, stunts, and the replies underneath them. The same message every time, which is how a message becomes a position rather than a campaign.
The clearest version of it stood at a bus stop. A condom too big for the frame it was printed in, under the line that it doesn’t fit right, so it doesn’t feel right. It said the thing nobody says, in public, on a main road.
THE WORK
Community-Led Movement
We built a movement, not a campaign. Through community management and authentic partnerships, we created spaces where people could talk openly about pleasure and sexual wellness without shame or judgment.
The community grew organically because the mission was real. Durex became more than a brand. They became the voice challenging outdated attitudes and creating permission for honest conversation.
High-Impact Activations
From PR stunts to influencer partnerships to experiential events, every activation was designed to spark conversation and shift perception. We combined bold creative with strategic messaging to make Durex impossible to ignore.
The content traveled. The conversations spread. The brand became synonymous with sex positivity in Ireland, exactly where they needed to be.
THE RESULTS
That panel got written about rather than just looked at. The press picked it up, which is the only kind of reach you can’t buy.
The category numbers belong to Durex and we don’t publish them. What we can stand over is the shift in what the brand is for. It stopped being a product on a shelf behind the counter and started being the one with something to say about the subject.
Which was the brief. Open the category by making it sayable.
Headcase always surprise...
Client, Durex
How to work with us
Tell us what you’re trying to change
Thirty minutes with us, in our place or on a call. We work out what the problem really is, and whether an Audit is the right next step.
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