Durex - Sex. Own It - D&AD New Blood Winner

We repositioned Durex from a loud lad-brand to one that speaks to women. Only 2% percent of women regularly carry a condom. Many women find it embarrassing to buy them and rely on the guy to have one. We re-designed the packaging to appeal to women, changed the tone of voice in communications, provided an empowering message and offered and easier way to buy and carry condoms.