Ahead of Valentine’s Day 2025, Durex launched its Let’s Talk About Love campaign, encouraging couples to improve their relationships through open communication. Research from the Durex Global Sex Survey revealed that many people struggle to discuss intimacy, with over a quarter feeling unsure about introducing something as simple as lubricant. Partnering with Alix Fox, a writer, broadcaster, and script consultant for Netflix’s Sex Education, Durex aimed to break down these barriers, promote healthy conversations, and highlight simple steps to reignite relationships.
Challenge
- Communication Barriers: One in five people find it difficult to discuss their desires with their partner, and over 25% feel uncomfortable introducing lubricant into their sex lives.
- Relationship Satisfaction: Only six in ten people are satisfied with their sex life, and just one in six say their partner is good at giving them pleasure, highlighting the need for better communication and intimacy.
- Misconceptions About Lube: Despite a 25% increase in lube sales since 2017, many still view it as something only for those with physical issues, rather than as a tool to enhance pleasure for everyone.
Key Statistics
- Sex Life Satisfaction: 40% of people are not satisfied with their sex lives.
- Communication Barriers: Over 25% feel embarrassed discussing the use of lube.
- Support for Accessibility: 59% agree that products like lubricants and toys should be widely available in supermarkets and pharmacies for easy access.
Action
Durex collaborated with Alix Fox to provide expert insights on improving communication and intimacy, sharing her advice across national and regional stations including TalkSPORT, BBC Essex, BBC Norfolk, and Spark Radio, making the campaign relatable and accessible to a broad audience. The campaign emphasised practical steps for couples, from scheduling intimacy to using products like lube to enhance pleasure, encouraging them to explore new ways to connect without feeling overwhelmed. By highlighting that 59% of people support the availability of intimacy products in everyday stores, Durex reinforced its commitment to making sexual wellness products accessible and normalised, helping to reduce stigma.
Results
- Extensive Media Coverage: The campaign secured 16 media opportunities, reaching a total audience of 9,050,000 across platforms such as TalkSPORT, BBC regional stations, and commercial networks like Lincs FM and Southside Radio.
- Public Engagement: Alix Fox’s relatable advice and the campaign’s focus on simple, achievable changes resonated with audiences, encouraging conversations about intimacy and increasing traffic to Durex’s website for more information.
- Encouraging Action: By addressing communication barriers and promoting accessible solutions, Durex inspired couples to take steps toward better relationships, with many exploring new products and approaches to intimacy.
