Durex
Fit Matters

Durex set out to challenge a simple but overlooked truth: condom fit is a thing. “Fit Matters” reframed size as something personal, turning product education into a sex-positive lifestyle message. We worked with a diverse mix of creators, from sex educators and comedians to Dr. Emeka Okorocha and Joe Marler, giving them the freedom to tell the story in their own way and normalise the conversation across feeds and beyond.

The campaign scaled through reply videos and extended into OOH, BVOD and YouTube, using creators as the face of the message at every touchpoint. It delivered 6.6M impressions, a 10% engagement rate and 2.2M followers gained, with cut-through nearly 3x the UK norm. Most importantly, it drove real behaviour change, with a 7-point uplift in consumers recognising Durex as a brand that offers the right fit.