Since 1929, Durex has been at the tip of every sexual revolution. But by 2020 the brand was getting tired. A refresh was needed to reach a new generation discovering sex, regardless of gender, geography, preference or orientation. This started with a new brand positioning; a new look, feel and TOV. Then the sexual liberation pack was born: a visceral journey through the world of sex, Durex’s take on it and the brand’s role in it. Created so anyone who touched the brand could live and breathe it, helping us achieve our mission of liberating good sex for everyone.