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Durex confronts sexual stigmas to promote inclusive sexual satisfaction

Durex's new brand positioning is an acknowledgement of both the pressures society places on our sex lives, and a reminder that we can choose to cast them aside in favour of a more positive outlook.

Izzy Ashton

Deputy Editor, BITE

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Durex

Durex has unveiled a major new positioning and visual identity, railing against sexual taboos, stigmas and outdated, non-inclusive attitudes. Devised by Durex’s global creative agency Havas London, it marks a significant development in the 91 year-old brand’s marketing strategy.

Agency:
Havas, London

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Stereotyping