Smashing stigma to empower female sexual pleasure.

 

Durex Naturals: Ladies Let’s Lube

81% of sexually-active women aged 18-34 in the UK suffer from discomfort during sex due to dryness. But no one talks about it. Instead young women just put up with uncomfortable sex.

Our bold #LadiesLetsLube campaign destigmastised lube and normalised discomfort for women by creating awareness that dryness is totally natural. It consisted of TV, VOD, YouTube, Facebook, Instagram, Hub page & PR. We partnered with Harry Bradbeer - director of Fleabag, to bring our conversational and confident tone to life. 

The campaign broke open a category that was shrouded by silence. And by doing so, helped more women unlock satisfying sex with lube.

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80% of buyers were new to the category.

Here’s a little case study video that sums up the campaign and its success.

 
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