Durex creates play cards and digital stickers to push honest convos around sex

The topic of sexual pleasure might still be taboo but Durex wants to change that by introducing the A-Z of pleasure, a game for two that encourages intimacy through honest conversations. Part of the larger #ComeTogether campaign, Durex seeks to get young adults in Singapore and Malaysia talking about sex and pleasure without shame.

Co-created with nine contributors across Singapore and Malaysia, the game contains 26 "Learn" and "Play" cards each. The content creators include Singapore's Andee Chua, Munah Bagharib, and Chow Jia Hui to intimacy coach Dr Angela Tan, as well as Malaysia's including TV star Daphne Iking, content creator and social activist Arwind Kumar, and Vibrance Malaysia's sexologist Andrea Koh.

Running through every letter of the alphabet, "Learn" encourages couples to open up sides of themselves they usually keep hidden, such as boundaries, desires and kinks, while "Play" allows them to discover pleasure through teasing each other with items like blindfold, chocolates and knots. Icons on the cards have also been adapted into Instagram, Telegram, and WhatsApp stickers to normalise conversations around sex with everyday communication tools through more fun, engaging, and interactive formats. 

This comes as one in three sexually active young adults confessed that sex was not usually pleasurable, while a third also shared that they have faked their reactions during intimacy. Durex did not comment further on how this is expected to impact its sales ROI.

Aside from the card game and digital stickers, Durex also created a dedicated website for the campaign, offering an online portal of the necessary tools for couples to embark on a journey of safe pleasurable sex. Beyond the A-Z of Pleasure cards, consumers can even ask questions they have about sex and have them answered by Durex's experts after the campaign.

Beyond the campaign, Durex told MARKETING-INTERACTIVE that it is always seeking and innovating new ways to empower individuals to engage in healthy conversations around safe sex. In recent campaigns, it has worked closely with content creators and NGOs to normalise these conversations in both Singapore and Malaysia. It also has some plans for the upcoming festive season but did not share more details.

Durex has been pushing the boundaries in its marketing and consumer engagement. In February this year, it handed out free scoops of gelato featuring dark chocolate and the limited-edition balsamic strawberries with chia seeds as part of its ongoing "What's Your Flavour" battle. This was inspired by the company's strawberry and chocolate condoms which it launched last year.

Durex even created flavoured candies for the launch and planned an activation with ice cream hawker Uncle Jimmy, who is usually based in Lavender, to hand out ice cream. However, the activation did not materialise due to COVID-19 restrictions.
It also dished out condom tips for users based on Chinese zodiac, offering a 2022 zodiac "reading" for consumers when it comes to their Durex fit during Chinese New Year.

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