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By Amy Houston | Reporter

July 25, 2022 | 3 min read

Sexual wellbeing brand Durex, alongside creative agency partner VaynerMedia London, has launched an initiative using influencers to encourage people to use the right condom to enhance their sexual experiences.

‘Fit Matters’ is the debut campaign from the agency and uses social media influencers to target consumers. Health expert Dr Emeka Okorocha and professional England rugby player and Calm ambassador Joe Marler feature in the spot.

“We always want to ensure our clients are linked to where attention is focused. Today’s brands are built on social, so we’ve partnered with people who can talk authentically about this topic with different engaged communities, sharing their personal lives and playing around with the campaign line,” said Daisy Domenghini, head of client partnership at VaynerMedia London.

“And we haven’t left the conversation there – we’ve also weaved their content into a bigger campaign launching across other formats, revealing the ‘secret’ that #FitMatters to as many people as possible.”

It comes after research conducted by Durex found that 46% of consumers are not confident about buying the right condom, leading to purchases that don’t fit properly and contributing to the belief that wearing a condom reduces pleasure.

“Our challenge is to transform the culture and conversations around condoms so that everyone can have empowered sexual experiences that build their confidence,” added Nikki Hayward, category marketing manager, intimate wellness at Reckitt.

“Condom fit has never been a secret – it’s been on our packaging for years – but we want to ensure the message is out there loud and clear, and we’re delighted with VaynerMedia’s approach to spreading the word. It’s an open, honest and fun campaign – just how talking about these things should be.”

Influencer content has launched on Instagram, TikTok and YouTube. The campaign will be further amplified with digital-out-of-home (DOOH) and broadcaster-video-on-demand (BVOD) assets launching today.

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