While the rest of the world was well into its re-opening phase in 2022, China was suffering the worst of the pandemic, with entire cities going into sudden lockdown for weeks.
Needless to say, people weren’t having much sex.
Struggling to perform with limp sales, Durex needed to boost intimacy, especially among its target audience of young Chinese males.
So when China finally entered its own re-opening phase going into 2023, Durex knew it had to seize this opportunity to reinvigorate the lives of its customers, both inside and outside the bedroom.
