Durex 2015 Valentine campaign

Durex is encouraging couples to swap the chocolate and roses for pleasure gels in its latest Valentine’s campaign.

Kicking off this week, the £1.5m push for the Reckitt Benckiser sex care brand comprises TV, cinema, digital and in-store advertising, based around the theme “Why not give something a little different for a change?” The campaign was launched on the back of Durex research that found pleasure gels to be one of the most popular things people would like to experiment with in the bedroom, said Reckitt Benckiser.

“Valentine’s Day is the perfect time to inspire couples to make a break with tradition and routine, try something new and give something different,” it said.

Last year, the lube sector grew 12.3% to £17.3m driven by brand leader Durex, up 18% to £9.6m [Nielsen 52 w/e 11 October 2014].