Here is why Durex has been asking people to forget condoms

• Reckitt Benckiser Group’s Durex has been asking people to forget condoms on social media and the audience was confused.
• Here is what the brand was trying to sell through its latest campaign.

Sexual well-being brand Durex has been asking people to forget condoms on social media and we have been scratching our heads.

According to Durex’s Global Sex Survey conducted in 2017, the number one reason why people avoid using condoms is reduced enjoyment.

So, the brand has come up with a solution for its audience. It has launched India’s thinnest condoms called ‘Durex invisible condoms.’ It talks about the product using an indirect metaphor in its film. As the couple drops each piece of cloth they are wearing, people around them disappear. What remains in the end is just their pleasure. The campaign is conceptualised by Havas Creative India.


So thin that you will have to squint your eyes to see it:

How Kalki Koechlin unboxed the new product:

What first felt like a mistake, was a smart strategy to announce a launch of its new product.

The wellness brand created buzz around its product launch by engaging with people on social media and asking them about some of the reasons why they want to forget using condoms. Durex also on-boarded influencers like Vikrant Massey, Bani J, Radhika Apte, Kalki Koechlin, Dolly Singh and Varun Sood.

In the past, Durex had used a similar strategy for its product Durex Mutual Climax Condoms. It started by telling people on social media that nearly 70% of women in India don’t orgasm every time they have sex. It eventually announced the launch of its product with a campaign. It spoke on the issue of orgasm inequality by normalising conservations and providing product solution for both men and women so that they #ComeTogether, thereby helping reduce the orgasm gap.