Durex invests £3m in RealFeel marketing push including £250k TV spend

To promote its RealFeel range Durex has launched a creative campaign where animated lovers come to life as they experience the real feeling of skin-on-skin.

The £250k advert, created by Havas Worldwide London, is supported by a £3m 360 investment in social activation, consumer PR, sampling and in-store activations aimed at getting consumers trailing and talking about RealFeel.

Mark Pearson, RB UK Healthcare, owner of the Durex brand, marketing director, commented: “We know that whilst consumers look for the safety confidence that a condom offers, they don’t want to miss the enjoyment of the real feeling of skin on skin during sex. We are really excited about the launch of RealFeel as a product that truly delivers that real feeling of skin on skin.”

Set to the soundtrack of Can’t Get You Off My Mind by Miss Li, the animated lovers transform into real people when they pick up the RealFeel condom.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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