We were tasked with creating an educational campaign due to the statistic 58% of women just put up with uncomfortable sex. The main aims of our Ladies Let's Lube campaign were to destigmatise female sexual discomfort and empower women of all ages to reach for lube whenever they feel they might want it. Through a humorous and honest approach, we hope both women and men will learn something, allowing them to have better sexual experiences in the future. Director: Harry Bradbeer DOP: Ole Bratt Birkland Music: Brad Ellis @BradBaloo

Smashing stigma to empower female sexual pleasure.

Durex Naturals: Ladies Let’s Lube

81% of sexually-active women aged 18-34 in the UK suffer from discomfort during sex due to dryness. But no one talks about it. Instead young women just put up with uncomfortable sex.

Our bold #LadiesLetsLube campaign destigmastised lube and normalised discomfort for women by creating awareness that dryness is totally natural. It consisted of TV, VOD, YouTube, Facebook, Instagram, Hub page & PR. We partnered with Harry Bradbeer - director of Fleabag, to bring our conversational and confident tone to life.

The campaign broke open a category that was shrouded by silence. And by doing so, helped more women unlock satisfying sex with lube.

80% of buyers were new to the category.

Here’s a little case study video that sums up the campaign and its success.

A round up of year 1 of our Ladies, Let's Lube campaign and its amazing results

Smashing stigma to empower female sexual pleasure.

80% of buyers were new to the category.

Heathrow