Reckitt Germany: As real as it gets

Condom and lubricant brand Durex increased awareness with a stock photography campaign that promoted inclusivity and body positivity to Gen Z in Germany.

Background

Durex and Reckitt aim to increase overall brand awareness of the corporate brand in Germany. Therefore, Reckitt is always on the lookout for important (social) topics with high media visibility in line with its purpose and values. Based on the iconic Durex brand, the topic of sexual wellbeing and diversity is a natural and purposeful fit.

A Durex survey revealed that today's German youth feels more anxious and uncomfortable with their bodies and sexual identities than 10 years ago and that a lot of this issue comes down to the blatant misrepresentation and highly unrealistic display of bodies and...

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