Durex, the world's leading condom brand, has achieved remarkable recognition at the prestigious 2025 Pitchers' Festival Awards, winning three accolades for its groundbreaking "Pleasure for Two" campaign that addressed the often-overlooked issue of unequal sexual satisfaction in Nigeria.
The campaign secured Silver in the Effectiveness category and Bronze in both Culture and Digital categories, highlighting its significant impact and cultural relevance in sparking meaningful conversations around intimacy in Nigeria.
Addressing Inequality in Sexual Satisfaction
The award-winning campaign was developed following a consumer survey that revealed a significant disparity in sexual experiences among Nigerians. According to the research, 79% of Nigerian women expressed a desire for longer foreplay, yet only 58% reported achieving orgasms during sexual encounters.
In response to these findings, Durex created a short film visualizing the unequal experiences often occurring in the bedroom, effectively bringing attention to this sensitive topic.
Beyond Awareness to Action
The campaign went beyond merely raising awareness. Durex introduced a limited-edition Love Box, a curated kit containing mutual climax condoms, lubricants, and adult card games designed to promote deeper connections between partners.
Additionally, the brand organized "The Equal Dinner Party," an exclusive event where selected couples participated in intimate, sensory activities aimed at fostering mutual satisfaction.
Chioma Sylva-Ifedigbo, Category Marketing Manager at Reckitt for Intimate Wellness and Self-Care in Sub-Saharan Africa, expressed pride in the campaign's success: "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."
Through this initiative, Durex successfully brought a sensitive topic to public discourse and demonstrated how brands can transition from awareness to impact, using creativity to drive meaningful cultural change in Nigeria.
Reckitt, the parent company of Durex, continues its mission to protect, heal, and nurture in pursuit of a cleaner, healthier world, believing that access to high-quality hygiene, wellness, and nourishment is a right, not a privilege.
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