Discontented with your sex life? Thinking that perhaps there’s room for improvement? 54% of the world’s population is in the same boat, according to the 2011 Durex Global Sexual Wellbeing Survey.
I have featured Durex in this column before, but that’s because it is a brand that innovates and knows its target market extremely well. It has turned a “tricky” subject (sex) into something that is both fun and open for discussion, mainly through consumer campaigns on campuses. The brand takes an interactive approach to promoting itself as an authority on sexuality, and has a progressive approach to obtaining and sharing information.
Durex has made a priority of “owning” sex, and this campaign is an extension of that philosophy. The 2011 Sex Survey was just the start – now the data is being used for a global “Sexperiment” that aims “to prove that great sex isn’t just about the physical, with experiments designed to explore emotion and intimacy as well as pleasure and passion.”
At the beginning of this month, Durex launched the First Ever Worldwide Sex Experiment. Couples from 26 countries are invited to sign up, and explore their sex lives, with the eventual aim of helping other couples around the world enjoy better sex. The invitation is open to all comers, and is showcased on a dedicated Facebook page.