Durex reminds us that #FitMatters with latest campaign

Sexual wellness brand Durex has launched its latest campaign, #FitMatters which aims to educate people on the importance of using a correctly fitting condom.

The campaign, created by VaynerMedia London was released after Durex’s own research found that 46% of consumers were not confident about buying the right condom.

Driving the campaign will be influencer activity, primarily across TikTok and Instagram with an additional push via digital out-of-home, and broadcaster video-on-demand.

Celebrity partners for the campaign will include health expert Dr. Emeka Okorocha and former England rugby star Joe Marler.

“We always want to ensure our clients are linked to where attention is focused,” VaynerMedia London head of client partnership, Daisy Domenghini said.

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“Today’s brands are built on social, so we’ve partnered with people who can talk authentically about this topic with different engaged communities, sharing their personal lives and playing around with the campaign line.

“And we haven’t left the conversation there, we’ve also weaved their content into a bigger campaign launching across other formats, revealing the ‘secret’ that #FitMatters to as many people as possible.”

Reckitt Intimate Wellness category marketing manager, Nikki Hayward said: “Our challenge is to transform the culture and conversations around condoms so that everyone can have empowering sexual experiences that build their confidence.

“Condom fit has never been a secret – it’s been on our packaging for years – but we want to ensure the message is out there loud and clear, and we’re delighted with VaynerMedia’s approach to spreading the word. It’s an open, honest, and fun campaign – just how talking about these things should be.”

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