Do it with Confidence
Durex partners up with Life Savers to rebrand protection as something sweet, sexy, and lifesaving.
Durex x Life Savers Duo Pack
Featuring a Life Savers mint to freshen up before, and a Life Savers flavoured Durex condom for when things heat up after, so you can be confident the whole way through.
The Team:
Cailey Bisgould, Iman Sheikh,
Kianna Navard, Chanel Romeo
My Role:
Art Director & Copywriter
Client:
Durex x Lifesavers
Big Idea:
Do it with Confidence
The Problem:
Condom use is dropping among Gen Z, even as STI rates rise. With more young people relying on the pill for pregnancy prevention, they’re skipping out on condoms, leaving themselves unprotected against STIs.
Key Insight
Gen Z prioritizes self-care and wellness in their daily routines. They’ll pop a mint without thinking before a date or social interaction, but when it comes to sexual protection, that same automatic care doesn’t apply. Even though condoms are a key part of overall well-being, they’re often treated as optional and not essential.
