Durex is aiming to get Brits glowing this Valentine’s Day with a bold, sex-positive campaign that is all about embracing pleasure and wearing your satisfaction with pride.
“Afterglow” has been led by McCann London, and shaped by creative directors Manuel Castillo and Enrique Torquet from McCann Madrid. The message is simple yet powerful: “Great sex with lube boosts your afterglow”.
Durex’s own research reveals that lube users consistently report greater satisfaction, but while 28% of Brits have used lube to enhance their sex lives, only one in six say their partner truly knows how to give them pleasure; a hole Durex aims to fill
The centrepiece of Durex’s campaign is a large box with the words ‘THE AFTER GLOW’ printed on the outside, unveiling a tube of Durex ‘Feel’ Lube when you lift the lid. The campaign’s films open on the box and will be gifted to an array of influencers spearheaded by McCann Content Studios. The box is not currently available for purchase.
Leading the charge are macro influencers in the beauty community, such as Demi Jones, whose established credibility in beauty apparently provides the perfect platform to subvert traditional beauty ads and introduce new audiences to the benefits of lube.
To further reinforce the campaign’s credibility, Alix Fox is spearheading a broadcast day, delving into the science of Afterglow and its meaningful connection to sexual wellness. Alongside Alix, an array of mid-tier sex-positive influencers, including Grace Victory, Katie Snooks, and Lily Whitfield, will amplify the conversation, ensuring the campaign reaches and resonates with a diverse and engaged audience.
At a time when self-care is everywhere, Afterglow is making the case for pleasure as an essential part of your routine, and is designed to be a reminder that good sex isn’t just fun, it’s good for you.
The elevated heart rate, the deep satisfaction; these are nature’s most radiant beauty secrets. And when lube is involved, the results speak for themselves, Durex insists.
McCann’s social-first campaign features a 30” film alongside a series of 15” cut downs, and online content from the line up of sex-positive influencers. The campaign’s paid media launches first, with creator activations going live in time for Valentine’s Day.
Durex category manager Charlotte McCrudden said: “Lube is a game-changer, yet so many people still see it as optional. At Durex we help people have better sex, and we know that lube makes every sex occasion more pleasurable. We’re lighting up our social channels in the lead-up to Valentine’s Day, sparking conversations, breaking taboos, and ensuring that everyone gets the pleasure, and the afterglow, they deserve.”
McCann Madrid creative directors Manuel Castillo and Enrique Torguet added: “This campaign is built on a universal truth. How often have you said to someone or heard someone say, ‘You’re glowing!’ after great sex? Our challenge was simply to bring that insight to life in the most compelling way. With Afterglow, we’re giving people one more reason to enjoy incredible sex with Durex Lube: to do it for that radiant after glow.”
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