Durex and 8FIVE2 partner up to promote sex positivity through skateboarding

Reckitt’s brand Durex has partnered with Hong Kong skateboard brand 8FIVE2 for the first time to promote sex positivity among youths through the concept of skateboarding.

Spanning across September and October, the campaign not only aims to target adrenaline-seeking fashionista youth, but also hopes to arouse attention of all HongKongers who look forward to enhancing their intimate relationship.

The campaign kicked off with the 10th GAME OF L.E.D.G.E competition held on 9 September 2023, where 16 skaters gathered at the public space of #Urban Park of Hysan Place to showcase their best moves on the ledge inspired by Durex’s new product – the Durex 001 ULTRA LUBE condom.

The campaign also comes with an online promotional video that introduces the Durex 001 ULTRA LUBE through skateboarding, of which Durex intends to showcase the unprecedented smoothness offered by the brand-new condom and encourage Hongkongers to reimagine safe sex as a cool lifestyle and a responsible act to protect their loved ones.

While sex and skateboarding sound like two entirely different things, the two brands saw skateboarding as an extreme sport centred around the motions of surfing, jumping, spinning, and flipping, according to J Brian Siswojo, founder of 8FIVE2. He added:

It emphasises the smoothness of the ground and the motions, and this pursuit of smoothness, excitement, and safety is where skateboarding and Durex find commonalities.

This cross-sector partnership opens up an avenue for Durex to speak the common language of style and fashion and break the taboos to openly promote sex positivity to young people, said Boudewijn Feith, general manager of Reckitt Hong Kong and Taiwan.

Durex also intends to break the taboos by creating limited-edition collectibles including Durex 001 ULTRA LUBE x 8FIVE2 skateboard and tote bag for consumer redemption, and staging a city-wide giveaway of Durex 001 ULTRA LUBE trial packs to the public in Causeway Bay, Lan Kwan Fong, Mongkok and Tsim Sha Tsui on 16 September 2023 and 23 September 2023. 

To engage with a wider audience, the campaign has leveraged earned media, online video, online banner, social media and AI-generated out-of-home displays at Yee Wo Street, Causeway Bay and MTR stations to promote the campaign.

Explaining the rationales of using AI to design the OOH displays, a spokesperson from Durex said both brands aim to catch up with the latest trend and integrate the latest technology in mass communication.

Aligning with the tagline on the OOH ads - "AI 只能幻想，你暢享", Durex aims to remind audiences that even though AI can assist humans in many areas in daily life, sex is something about personal feelings which cannot be replaced by AI.

Durex would like to encourage audiences to pay more attention to their personal enjoyment and choose the best product such as Durex 001 ULTRA LUBE condom to elevate their sexual experience.

Feith said: “Ever committed to putting people first, Reckitt leverages our globally leading intimate wellness brand, Durex, to convey the concept of sex positivity. With over 90 years of expertise in this field, Durex always strives to innovate ways to enhance the intimacy of our customers.”

Siswojo added: “In my 20+ years of promoting skateboarding culture in Hong Kong, I have often educated young people on a healthy sex life. I’m glad to be part of 8FIVE2 and Durex’s partnership to openly and freely talk to young people about sex positivity through skateboarding.”

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