Durex, the world’s #1 trusted condom brand, has made a significant impact by winning three prestigious awards at the 2025 Pitchers Festival for its groundbreaking “Pleasure for Two” campaign. This innovative campaign tackled the often-overlooked issue of unequal sexual satisfaction, sparking meaningful conversations around intimacy in Nigeria and standing out for its cultural relevance.
The campaign’s success was marked by its wins in key categories, including Effectiveness (SILVER), Culture (BRONZE), and Digital (BRONZE).
The campaign’s inspiration came from a consumer survey that revealed startling statistics: 79% of Nigerian women wish foreplay lasted longer, yet only 58% report achieving orgasms during sexual encounters.
In response, Durex created a thought-provoking short film that visualized the unequal experiences that often occur in the bedroom.
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However, Durex didn’t stop at awareness; the brand took a proactive approach by launching a limited-edition Love Box, a curated kit that included mutual climax condoms, lubricants, and adult card games designed to promote a deeper connection between partners, while this was followed by The Equal Dinner Party, a private event where selected couples experienced intimate, sensory activities aimed at fostering mutual satisfaction.
Chioma Sylva-Ifedigbo, Category Marketing Manager Reckitt, for Intimate Wellness and Self-Care in Sub-Saharan Africa, expressed her delight at the recognition, saying: “The Pleasure for Two campaign was our way of saying it’s time to level the playing field. Pleasure should not be rushed or one-sided. It should be intentional, shared, and leave no one behind.
We’re honoured to see the message resonate so strongly and clinching three awards at the 2025 Pitchers Festival.” By launching this campaign, Durex brought a sensitive topic to the forefront and demonstrated how brands can drive real cultural change by moving from awareness to impact through creativity.
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