Durex Naturals was launched in 2017 as an all-natural lubricant gel designed to appeal to 18-34s and positioned to enhance young couples’ pleasure. But post-launch research showed that it was mostly bought by 45+ women, which led the brand to reposition it, targeting sexually active young women who suffer from regular/occasional vaginal discomfort that make sex uncomfortable.

Discomfort during sex is a very familiar feeling for many women, but few talk about it and less than 50% do something about it.

The role of communication was two-fold:

1. to de-stigmatise the issue (discomfort during sex is normal - all women suffer from it due to natural fluctuations in lubrication)

2. to normalise everyday use of lube to remedy it

We set out to smash stigma to empower female sexual pleasure with “Ladies Let’s Lube”. It was an audacious call to arms and straight-talking and convention-challenging campaign empowering millions of women to own their discomfort and reclaim their sexual pleasure.

After breaking the silence and educating women on their bodies, in year 2, we embraced a much-vilified word and turned it into a rallying cry – Moist! And in year 3, we offered Uncomfortable Truths to challenge preconceptions perpetuated by popular culture and tell it as it really is.