Durex - Ladies, Let’s Lube!
Durex found that 81% of women experience dryness and discomfort during sex.
Not surprising considering for 2/3 of our cycles, we’re naturally drier down there.
Instead of speaking up about this, Durex found that women were suffering in silence.
So, for the first time in the category, we gave women a voice to speak up about sexual discomfort and do something about it. ‘Ladies, Let’s Lube’ gave women across the country the knowledge, tools, and education to unlock sex without compromise.
The first 360 campaign I worked on as a copywriter, we helped normalised the ubiquity of using lube, challenging misconceptions that lube was only for menopausal women or people who were into “kinky” sex. Old stereotypes, that needed dismantling!
We launched with a 30s spot taking a stand against painful sex, rallying women together to start to get a bit more interested in their own bodies and their fluctuating hormones.
SEX IS BETTER WETTER
Once the word was out, we educated and informed women via OOH, print, social and influencer partnerships the facts and stats when it came to better and wetter sex.
THE RESULTS
-20m impressions in the first week
-80% of buyers new to the category
-Highest sales to date at 1.36 million
-106% sales increase from 2017
After the success of the campaign a phase 2 was
launched, which you can read more about here.
Credits
Deputy ECD: Elliot Harris
Senior Creatives: Anna & Kate
Agency: Havas London
Director: Harry Bradbeer
Production Company: Park Village