Durex Air

From “I hate condoms” to “Hate Condoms, Love Durex AiR”. Condom users prefer thinner condoms as it helps them get closer to a “natural” feel during sex. Key insight: Not using a condom is a manifestation of dislike for the product itself. Strategy: Instead of directly launching Durex Air as just another thin condom in the market, we decided to attack the hatred of condoms – for which Durex Air would be the solution.