Build on the Durex brand awareness amongst Generation Z by promoting anything but condoms.
Generation Z understand the importance of contraception and sexual health. They buy the products they're told will protect them. But in a world where sexual pleasure discourse is still taboo, the demographic lack complete understanding/awareness of products that can heighten their sexual experiences.
The Big Idea:
'The power of lubricants.'
Through portrayals of escapism, lube is promoted as an almost 'sexual survival' tool to help any of the genders get a whole lot more out of their sex lives.