Durex reminds people it's there for those having a Dry January

Charlie Spargo's picture

Havas has helped reprise Durex's 'Ladies, Let's Lube' campaign through an all-new press, social and OOH campaign, launching today (January 21st).

It's a follow-up to last year's TV ad, which was produced by the director of popular BBC series Fleabag and Killing Eve, Harry Bradbeer, intended to destigmatise female sexual discomfort and unlock better sex for everyone.

It has launched in this week's Grazia magazine from today - matched by visuals on social media and out-of-home. The simple tagline says "Dry Jan?", answered simply by a bottle of Durex Naturals Intimate Gel and call to action, "Ladies, Let’s Lube".

Discomfort during sex is a familiar feeling for many women, but few talk about it and less than 50% actually do something about it. The 'Ladies, Let's Lube' campaign points out that it's normal to rely on a bottle of Durex lube some days.

Kate Lloyd, Creative at Havas London, said: “As part of Durex’s ongoing mission to normalise lube and help end uncomfortable sex, we thought we’d encourage people to get over any New Year blues with a little lube. While millions of Britons sign up to Dry January, we want to remind them that sometimes it’s better to be wetter.”