HOW WE PLACED
DUREX EXACTLY
WHERE THEY
NEEDED TO BE.
A force for positive cultural change. Not just a brand campaign. A movement to shift how Ireland talks about pleasure and sex positivity.
THE CHALLENGE
Durex wanted more than market share. They wanted to open and drive an entire category in Ireland. To do that, they needed a major brand repositioning.
The problem was deeper than marketing. Ireland had stigma around conversations about pleasure and sex positivity. Durex couldn't just sell products. They needed to shift culture first.
After a competitive pitch, Durex appointed Headcase as their lead experience and PR agency. The brief was clear: position Durex as a force for positive change. Make them the brand people think of when they think about sexual wellness. Drive category growth by driving cultural conversation.
THE APPROACH
We started with local insights. What do Irish people actually think about sex, pleasure, and shame? Where are the gaps? What needs to change?
From those insights, we developed a new mission for Durex in Ireland: drive conversation and stigma change around pleasure and sex positivity. Not just talk about it. Actually do it.
The strategy was integrated communications at scale. High-impact media campaigns. Influencer partnerships with authentic voices. Content that sparked conversation. PR stunts that got people talking. Events and sponsorships where the brand showed up with purpose. Community management that kept the conversation going.
Every activation reinforced the same message: Durex is here to fight shame and empower people to feel comfortable in their own skin. Every channel, every touchpoint, every piece of content built toward shifting culture, not just selling products.
THE WORK
Community-Led Movement
We built a movement, not a campaign. Through community management and authentic partnerships, we created spaces where people could talk openly about pleasure and sexual wellness without shame or judgment.
The community grew organically because the mission was real. Durex became more than a brand. They became the voice challenging outdated attitudes and creating permission for honest conversation.
High-Impact Activations
From PR stunts to influencer partnerships to experiential events, every activation was designed to spark conversation and shift perception. We combined bold creative with strategic messaging to make Durex impossible to ignore.
The content traveled. The conversations spread. The brand became synonymous with sex positivity in Ireland, exactly where they needed to be.
THE RESULTS
The campaign steadily translated into category growth and sales. But the real win was cultural. The community-led movement positioned Durex exactly where they needed to be: a force for positive change in Ireland.
People started talking differently about sex and pleasure. Stigma began to shift. Durex became the brand associated with empowerment, not embarrassment. Sexual wellness became a conversation, not a taboo.
We proved that when you fight for something bigger than sales, the sales follow. When you empower people instead of selling to them, they choose your brand because it represents something they believe in.
Instigating meaningful change is what Headcase was born to do. Durex's mission became our own. And the results speak for themselves.
“Fighting shame, coupled with empowering people to feel comfortable in their own skin. Solid work.”
— Andrew Casey, CEO, Headcase
“Headcase always surprise...”
— Client, Durex