Durex goes (RED) with latest launch
RB’s Durex condom brand is partnering with non-profit (RED) to launch a special edition (Durex)RED condom, as well as a $5 million donation to the organization, which works to raise money through brand partnerships to fight HIV and AIDS in Africa.
The limited-edition condom is being offered online through Amazon, as well as in select retailers, including Target. Available in 12- and 42-count packs, the product will see 35 cents per purchase of the former and 84 cents per purchase of the latter go to a program in South Africa. The program, Keeping Girls in School, works to reduce HIV infections and pregnancy among young women through educational programs and access to sexual health and reproductive services.
“This meaningful partnership between Durex and (RED) stands for the responsibility we all have, as individuals and organizations, to join the fight against HIV and AIDS around the world,” said Nadja Körner, marketing Director for sexual wellbeing at RB. “We want our consumers to feel empowered to take action and quite literally ‘Have Sex and Save Lives’ through the purchase of the new (Durex)RED condom.
As part of the launch, the company has released a provocative short film encouraging users to show their support using the hashtag #HaveSexSaveLives. The film includes singer Zara Larsson, actor Thandie Newton, Broadway star Javier Muñoz, influencer Tyler Oakley, rapper/singer Jacob Latimore and actor Christian Navarro.
“It is exhilarating for (RED) to partner with a global brand like Durex in such a provocative, inspiring and creative way. In addition to millions of dollars to the Global Fund, there is brilliance and beauty in a (RED) partner product that saves lives in more ways than one,” said Deborah Dugan, CEO of (RED). “Thank you to all at Durex for bringing this important campaign to people and places all around the world.”
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