The communication task was clear: Next to the successful launch of the Durex Intense Orgasmic Gel in the market, a previous public discourse about the “orgasm inequality” should be triggered to increase the target group’s awareness and to get people talk about the issue.
Two out of three women do not orgasm regularly during sex. What makes matters worse is that few are willing to talk about it, accepting the infrequency of female orgasms and perpetuating the notion of male pleasure privilege.
Durex has made it its mission to tackle this orgasm inequality, launching Durex Intense Orgasmic Gel. Designed for female pleasure, the product heightens clitoral sensitivity for an intensified sexual experience.
How do we make consumers and commerce put a yet unknown product in the bed stand drawers and store shelves?
Phase 1: Make the orgasm inequality known and initiate a public discourse.
We focused on the orgasm inequality in our campaign and raised women’s and men’s awareness for the topic in an outstanding teaser-phase. In addition, we wanted to create a consciousness that everybody has the same right to climax. It can’t be true that men are reaching orgasms all the time and women only now and then.
In the first phase sex expert Paula Lambert stood up for the orgasm inequality together with a group of influencer to educate people on the reality of sexual satisfaction. A t-shirt, specially-designed for the campaign with the inscription “Kommst du?” (german for: #DoYouClimax) acted together with the campaing-hastag #OrgasmForAll as an official identification of the movement, requesting unambiguously to get involved. Furthermore, a TV commercial, Facebook and online advertisements ensured additional reach. All together we achieved a discourse about the relevant orgasm inequality topic in total Germany and turned everyone into multipliers.
Phase 2: Don’t talk immediately about the Durex Intense Orgasmic Gel.
During the first seven days the actual product remained unnamed. The hashtag #OrgasmsForAll should be thought-provoking in Germany in order to generate talk about. At the peak of curiosity, the solution was released – the Durex Intense Orgasmic Gel. Far-reaching TV spots, Facebook and online advertisements supported the product revealing phase additionally.
Phase 1: Make the orgasm inequality popular
- Sex expert Paula Lambert as well as influencer and blogger like “Luiseliebt”, “Never Ever” discussed and shared the huge inequality that’s happening in bedrooms all over the country in their blogs and social media like Facebook and Instagram.
- Durex owned media channels on Facebook and Twitter pushed the campaign by using the #OrgasmsForAll-hashtag to encourage people to talk about the inequality furthermore.
- In addition, a teaser-trailer was supporting online and in prime-time TV environments consistently.
Phase 2: Reveal the solution to the problem
- After the orgasm inequality issue had been established in the heads of the people, a TV spot revealed the solution – the Durex Intense Orgasmic Gel.