Lube up for summer, Durex urges

Durex is urging lovers to spice up their sex lives this summer in a new campaign for its Durex Play brand, which promotes flavoured “personal” lubricants.
Quite how – or where – they should use the lube is not revealed in the online video which supports the “Discover Something New This Summer” campaign.
Devised by TMW Unlimited, it shows two lovers breaking out of a monotonous love life and being transported through beautiful exotic locations as they share a passionate embrace.
The push, dubbed ‘Destination Paradise’, is supported by an online competition, running in selected global markets, which gives couples the chance to win a stay in 100 of the world’s most exotic hotel bedrooms.
The video and competition will be supported by targeted teaser posts across social media for the Reckitt Benckiser brand. The campaign is also supported by point of sale activity instore and a competition microsite.

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