Durex launches 'Intense' condoms to address the gap in sexual stimulation for women

Durex, the world’s #1 sexual wellbeing brand, launched Durex Intense, its newest offering in the condoms category. Intense contains a unique stimulant gel - Desirex Gel, that acts as a cooling agent and enhances stimulation for women to make her experience more intense The stimulating gel condoms featuring ribs and dots add a tingling sensation to help increase sensitivity and intensify the experience. With this launch, the brand focuses on enhancing the sexual journey of a woman through heightened stimulation, for a, more intense experience.

Durex Intense’s campaign #Intensegasm throws light on female ‘half-gasms’ to highlight the additional needs of a woman. Durex’s consumer insights indicate that more than 50% of women feel their  experience can be more intense. The new Durex Intense is focused on bridging this gap by providing cooling or tingling sensation for women to mak their sexual experiences go from good to great.

Dilen Gandhi, Regional Marketing Director, South Asia – Health & Nutrition, Reckitt, said “As the second-largest condom brand in India today, Durex is consistently innovating, pushing boundaries to recognize gaps in sexual relationships, and creating solutions to address them. Durex Intense is curated with ribs, dots and a unique cooling gel that enhances stimulation during sex making the experience more intense for the woman and her partner. We are positive that Intense will help women achieve an intense experience.”

The new #MakeitIntense TVC supporting the launch highlights the need for added stimulation in a woman’s sexual journey to make her experience more intense. The magnitude of the stimulation is smartly showcased in the ad by the couple dropping out of an airplane mid-air. The impact of Desirex gel is brought out through ice like crystals being formed on the woman’s body to highlight the cooling sensation. The TVC ends with her going “Wow” to convey an intense experience.

Bobby Pawar, Chairman & Chief Creative Officer, Havas Group India, said, “It is always a delight to be associated with a progressive brand like Durex that puts female experience at the forefront. A true flagbearer of gender equality, Durex is championing bold and relevant conversations and we at Havas India are glad to be partners of this revolutionary journey. The new #MakeItIntense film by Durex is in alignment with Havas’ Meaningful (Difference, Brands and Conversations) philosophy where we drive creatives that bring about a change in mindsets through bold messaging. The thrill of a intense experience is brought out beautifully in this film and revels in the power of great sex every time one uses Durex Intense condoms”

Watch the ad film:

Director: Bobby Pawar
Creative Agency: Havas Group India

Durex as a brand has constantly maintained a distinct positioning around ‘performance’, drawing from its legacy of technology led innovations, enabling couples to have a healthy sexual life and helping people feel good about themselves and their partners. In India, Durex has also been focused on raising awareness on sexual health and wellbeing with its purpose program- ‘The Birds and Bees Talk’.

The newly launched Durex Intense condoms are available in retail stores across India and e-commerce websites priced at INR 440 for a pack of 10 and INR 143 for a pack of 3.