‘Unleash your true sexual self’

Despite 80% of Spaniards being sexually active and conversations about sex and sexual diversity evolving significantly in recent years, sex education remains lacking among our youth. This deficiency affects condom usage, which, according to the March 2023 IPSOS report, dropped from 82% in 2018 to 70% in 2022.

APPLE TREE’s communication strategy to reestablish relevance in society was centered around ‘Unleash Your True Sexual Self.’ This approach was designed to connect with different audiences related to the brand in a more holistic, inclusive, and engaging way.

To present this new positioning, APPLE TREE organized a launch event to reinforce its commitment to sex education. In support of the event, a study on the state of sexuality and sex education among young people in Spain was unveiled. These findings were shared during a roundtable discussion, moderated by Ander Puig (from the series Élite), featuring sexologists and representatives from medical societies.

Understanding that knowledge fosters change, Durex organized two workshops, one in Barcelona and the other in Madrid. The first workshop, led by Dr. Francisca Molero, president of the Spanish Federation of Sexology Societies, explored the impact of current stress on sexual relationships and the art of disconnecting from it. The second workshop, held during LGTBi Pride, focused on sexual liberation through education and highlighted the reformulation of the brand’s lubricants, emphasizing their importance and the different types available for various occasions.

Thanks to this strategy, Durex has reclaimed its position as a leading voice in sex education, achieving over 500 media impacts across outlets such as TVE, La Sexta, RNE, El País, El Español, Marca, and Cosmopolitan, reaching more than 500 million people and reigniting conversations around sex education.