Durex: Sex Positive Rebrand by Havas & Zenith

Durex has unveiled a major new positioning and visual identity, railing against sexual taboos, stigmas and outdated, non-inclusive attitudes. Devised by Durex’s global creative agency Havas London, it marks a significant development in its marketing strategy, one that will see the 91-year-old brand challenge the unrepresentative and damaging sexual conventions prevalent throughout society.

Durex marketing communications globally will reflect this new positioning – showcasing the ‘positive reality’ of sex. By challenging rather than enforcing society’s sexual conventions, it hopes to stimulate healthy conversation and normalise good sex for all, whatever that happens to look like.

The relaunch has been informed by Durex’s 2017 Global Sex Survey, which paints a picture of a sexual landscape in flux. While the exponential growth of the internet has brought positives including openness, discussion, exploration and access, its consequences, including misconnection, myths, lack of education and confusion, are substantial. Ultimately, the findings pointed to an underlying sexual anxiousness, driven primarily by unrealistic representations of sex throughout culture