CHALLENGE
Durex has to opportunity to be a pioneer in overcoming a key barrier to sexual freedom.
The prevention of STIs in older adults.
“STIs have more than doubled in the past decade among U.S. older adults age 65 years and older.”
- National Institute of Health
CATEGORY TRUTH
Safe sex education and practices are traditionally targeted towards a more youthful audience.
Older adults are the demographic least educated about safe sex.
“Older adults are more likely to have limited knowledge about STIs and HIV and less likely to practice safe sex than younger adults.”
- National Library of Medicine
CONSUMER TRUTH
With advancements in erectile disfunction medication, people are having sex into their older years more than ever.
“40% of adults 65-80 are having sex.”
-USA Today
COMPANY TRUTH
Durex believes in good and safe sex for everyone, but show youthful, entergetic, good looking people in their ads
“We believe that a fun and safe sex life should be everyone’s to enjoy, no matter who you are.”
- Durex
KEY INSIGHT
While older adults are having more sex than ever before, they don’t think condoms are for them.
“91% of men over 50 did not use a condom when they had sex with a date or casual acquaintance, and 70% didn’t even do so when they had sex with someone they just met.”
- Palm Beach Post
Why would they? They can’t get pregnant.
They weren’t taught to use them growing up.
They are difficult to use for people their age.
STRATEGY
Durex helps you celebrate your golden years.
The golden years are a time for celebration, inspiring a metallic creative world aimed at the Silver Fox.
IDEA
A new product line and campaign that will help reduce STIs in seniors and celebrate their sexual liberation.
The golden years are a time for celebration, inspiring a metallic creative world aimed at the Silver Fox.
IDEA
A new product line and campaign that will help reduce STIs in seniors and celebrate their sexual liberation.
Product Innovation.
Durex Silver
We started by creating a new Durex condom line specifically designed for the more seasoned lover.
Traditional condom packaging can be difficult to use for people who have arthritis. We are using packaging with a larger pull tab that is more easily accessible.
Campaign.
For the Seasoned Lover.
Our campaign directly speaks to our target demographic, promoting both having sex into their golden years and doing it safely with Durex Silver.For the Seasoned Lover.
Placement.
Print Ads.
Out of Home Ads will be strategically placed by showing up where older adults are and where they consume media: Newspapers, AARP Magazines, Grocery Stores, Facebook, Airports, Gas Stations, Shopping Malls, Park Benches.
Placement.
Radio Spots.
Radio Spots.
Airing radio spots that speak directly to our consumer on channels like NPR and BBC radio. Voiced over by celebrities in their golden years.
Activation.
Golf Cart.
Think Red Bull Mini but Durex Golf Cart.
Giving out Durex Silver condoms in retirement communities.
Case Study Video.