In partnership with VaynerMedia, Durex is taking on the stereotype that penis size is what matters for great sex
Durex has partnered with rap artists to debut a full-length track and music video ‘FYP (For Your Penis)’ – a sex positive message designed to challenge the stereotype that size matters for great sex. The full length track and video responds to requests received by the brand after an initial TikTok video earlier this year receiving 3.7M views. In doing so, Durex has tapped into rap culture and TikTok to lead a conversation amongst a younger generation, educating audiences that it’s the ‘fit’ that really matters, and reinforcing the importance of condoms for both protection and pleasure.
With a recent ‘out of control’ rise in STIs and an estimated half of new infections being contracted by those under 26 according to the CDC, Durex wanted to engage the open and curious gen z audience in an authentic way by meeting them where they spend their time, TikTok. Understanding the importance of rap culture in reaching this younger generation, the brand worked with artist That Kid CG, creating a song designed to educate, entertain and spark conversation.
Durex is looking to redefine the term ‘FYP’ as a direct result of consumers’ response to ‘Rhythmic ASMR‘ TikTok post. Following comments such as ‘why is this on my FYP’ (‘For You Page’ on TikTok), the brand listened to the consumer and, together with advertising agency VaynerMedia, released ‘The Real Meaning of FYP,’ a short rap that resulted in 3.7 million organic views, 18.4 thousand shares, and increased their TikTok followers by over 27 thousand. Most importantly, the virality ignited a conversation around penis size and sex. The consumer engagement and resulting dialogue inspired the full-length ‘FYP’ song and corresponding video.
“After seeing the excitement from viewers on TikTok, I was thrilled to use my creative expertise to release a longer version of ‘FYP’ to further tackle the shame and stigma around penis size and sex,” shared That Kid CG. “Each verse shows FYP from a new perspective. Durex is there for your penis, for your pleasure and for your partner. In a right FIT for you.”
James Vickerstaff, global head of house of Durex added, “Durex is proud to be partnering with up and coming artists to challenge the stigmas surrounding sex and inclusivity, and music continues to be an important vehicle to educate people; in particular in this case challenging the idea that penis size is what matters for great sex and educating on the importance of right condom fit.”
Durex’s new ‘fit’ innovation platform provides consumers with a range of solutions to find their best fit including the right portfolio of ‘fits,’ digital content and tools. Durex has launched a range of condoms now available in close, regular and wide fit.
‘FYP’ can be seen here, and was released on TikTok, Apple Music, Spotify, and YouTube.
BRAND
COMPANY NAME: Reckitt Benckiser
CHIEF EXECUTIVE OFFICER: Laxman Narasimhan
BRAND MANAGER: Mathilde Capart
MARKETING MANAGER: Nicolò Scala
CONTENT DIRECTOR: David Lopez-Rotzetter
COMMUNICATIONS DIRECTOR: Lewis Taffs
BRAND MANAGER: Luc Ponvert
AGENCY / CREATIVE
COMPANY NAME: VaynerMedia
CHIEF CREATIVE OFFICER: Rob Lenois
CREATIVE DIRECTOR: Aaron Howe
CREATIVE DIRECTOR: Mark Krajan
CREATIVE: Katie Haller
CREATIVE: Danny Chamberlain
CREATIVE: Craig Lashley
CHIEF STRATEGY OFFICER: Wanda Pogue
STRATEGY DIRECTOR: Georgie Ramamurthy
STRATEGY DIRECTOR: Landon Brown
STRATEGY MANAGER: Joshua Goodman
STRATEGIST: Ahmed Sabih
MARKETING DIRECTOR: Lisa Buckley
ACCOUNT DIRECTOR: Franziska Pugh
ACCOUNT EXECUTIVE: Issa Peña
PROJECT MANAGER: Jocelyn Liang
PROJECT MANAGER: Anna Guo
PRODUCER: Stephen Sislen
PRODUCTION
COMPANY NAME: Harlem Roots Productions
DIRECTOR: Wheaton Simis
EXECUTIVE PRODUCER: Rodney Byerson
POST PRODUCTION / VFX
COMPANY NAME: Eva Nosidam Los Angeles
EDITOR: Sean Barrett
EXECUTIVE PRODUCER: Bobby Wittenberg
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