Sex-positive content is gaining momentum online.
46% of Gen Z and 35% of millennials prefer social media over traditional search engines, meaning social platforms have become young people's go-to for seeking advice and information, including sex and relationships.
While younger audiences are more open than ever about intimacy and relationships, thanks to social media creating an open space to connect with like-minded people, creators often face platform restrictions and audience discomfort when discussing sexual wellness. Despite this, the appetite is there.
In Germany, comedy is the second most popular content category across social media, with advice and self-help close behind. That created an exciting opportunity for Durex, the number one top-selling condom brand, to speak to connection, pleasure, and education all in one go.
Introducing Durex Intensity
Durex Intensity is a new product from the brand, crafted with “BodyFeel”, a thinner material that shares body heat, allowing couples to feel each other’s natural 37°C body temperature. The result is more sensation, more connection, and more pleasure.
This campaign wasn’t just about launching a product; it was about reframing how condoms are perceived, tackling the stigma that they are a blocker to closeness.
Germany was selected for the launch due to its cultural alignment. Cities like Cologne, Berlin, and Hamburg were listed in the top 10 most sex-positive cities in the world in 2024, making it a perfect testing ground for a bold message about intimacy.
Changing perceptions with humor
We partnered with a selection of sex-positive creators on Instagram, ranging from straight and same-sex couples to a trans male creator, each known for their honest, relatable content around relationships and wellness.
It was important for the collaboration to feel natural with each creator. This wasn’t a product being shoehorned into content, but a continuation of conversations these creators were already having with their audience.
Comedy was our entry point. Not only is it one of Germany’s top content formats, but it also allowed us to stay within Instagram and Durex’s guidelines, including no graphic nudity, no explicit terms, no alcohol references concerning sex, while still making the product memorable and engaging.
We didn’t provide creators with rigid briefs, but instead offered concepts they could put their own spin on. For example, we suggested “acting out different contraception types” in a skit. Content creator Luca chose to speak about post op sensitivity for transgender people, really showing that he knows his audience best, rather than following the humor suggestion. We then thoroughly reviewed the content to ensure they included the key messaging about Durex Intensity’s heat transfer material, while destigmatizing condom usage.
We wanted to speak directly to committed couples who might be considering a switch in their contraceptive methods, as well as singles wanting to stay safe while having fun, by raising awareness of Durex Intensity as a fun, fresh option.
Content Highlights
The majority of the creators we worked with added comedy to their content. However, with their audience in mind, some took a more educational approach.
Luca is a trans man, and his content candidly explores his transition from female to male, offering educational insight into his bottom surgery experience – including how his penis was constructed using a skin graft from his arm. He openly shares the physical and sensory differences he’s encountered, including how traditional condoms can sometimes dull sensation. That’s why he was excited to try Durex Intensity. In his review, he highlights the condom’s body heat transfer feature, which he found made a noticeable difference and greatly enhanced his experience.
Lara and Stephan, a creator couple from Cologne, integrated Durex Intensity in a fun comedy skit where they “interviewed” several different contraception methods. The content itself is very lighthearted and purposely exaggerated, which resonated well with their audience and was easy to engage with.
Lukas is known for his comedy-focused videos. He used humor to encourage his audience to engage with Durex Intensity’s Spotify playlist. Talking about his favourite song choices, he uses a smooth transition to highlight Durex Intensity’s unique heat transfer USPs.
Audiences responded with curiosity, laughter, and appreciation for the campaign’s honesty. The humour opened the door to an otherwise private topic, and many commented on how refreshing it was to see condoms talked about with both confidence and personality.
Translation: Best product placement I’ve ever seen.
Translation: Amazing! Ads can be fun too.
Translation: Thank you for your education/explanatory work.
Shared posts between creators and Durex Germany using Instagram Collab helped boost reach and social proof of the content.
The Durex Intensity created a cultural conversation as well as driving awareness around a new product in the German market, successfully changing perceptions around condom usage. By partnering with creators who already led honest, sex-positive discussions and wrapping the message in humour, we helped reposition condoms from something purely functional to something pleasurable.
Want to learn more about creating bold content that shares a strong message about your brand working with influencers? Reach out at hello@digitalvoices.com.
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