Durex Canada has found a way to highlight more of its products under an existing brand platform, in a bold new campaign.

The brand has launched “Unlocking New Pleasures” to promote its lubricant products, as well as shift consumer thinking to embrace pleasurable uses of these products, rather than seeing them as merely a solution to a problem.

The campaign, which is the latest extension of Durex Canada’s “Nothing Feels Better” brand platform, is anchored by a 25-second spot that uses intimate settings and visual effects to peek into bedrooms and show how lube can be used to “spice things up.” The conceptual, visual idea of taking viewers through a keyhole was inspired by the distinctive shape of the Durex lube bottle.

“Lubes can elevate your experience and make an intimate moment a lot more pleasurable. People look for different ways to improve their experience, but few use a lube to make sex better. We want people to know that lubes are a key approach to spice things up,” says Sameera Akhtar, brand manager of intimate wellness for Durex Canada’s parent company Reckitt Canada.

The new campaign is the latest in the “Nothing Feels Better” platform, which was designed to have an umbrella message applied to each of Durex’s products, while still being relevant to the brand’s sex education programming. The first campaign, “Nothing Feels Better,” was more focused on condom use and directed at a younger generation who might be using condoms for the first time. The new work was designed to build from this idea, and replicate its success after it helped grow Durex’s condom market share.

Akhtar says an umbrella message such as this is still novel for Durex’s marketing, adding that the company hopes a single-minded message that’s bold and definitive will create better brand association for consumers.

Sex education has been an important component of Durex’s marketing strategy, Akhtar says. She tells strategy that the brand focuses on providing educational content on such topics as STIs or the importance of consent. The new campaign, as well as the rest of the Durex brand platform, includes educational content on its Sex 101 resource hub.

“STIs are on the rise and youth in Canada continue to feel that they are unprepared to have sex. Durex condoms are five times tested for durability and we think it is our responsibility to educate the younger generation about sexual wellbeing,” Akhtar says.

The campaign, which had creative and media overseen by BAM Strategy, includes cutdowns of the hero spot for OLV and social, strategic influencer partnerships, digital display, and branded content on TikTok.