The campaign by Durex leverages a culturally relevant and authentic approach to challenge prevailing misconceptions around penis size and condom use, emphasizing that the right fit matters most for both protection and pleasure. By partnering with rapper That Kid CG and integrating rap culture with TikTok — a dominant platform for Gen Z — the campaign delivers a sex-positive message that confronts stigma and shame through entertainment and education. This aligns with Durex’s broader brand proposition of promoting safer, more pleasurable sexual experiences while fostering open conversations about sexual health.
The market strategy is grounded in a deep understanding of Gen Z’s media consumption habits and cultural touchpoints. Recognizing the rise in sexually transmitted infections among young people and the need for authentic, engaging messaging, Durex tapped into the influential intersection of TikTok virality and rap music. The initial rhythmic ASMR TikTok video organically generated significant engagement, prompting the brand and its creative partners to expand the dialogue with a full-length rap track and music video. This strategic move amplified reach, fostered community engagement, and positioned Durex as an approachable brand willing to meet younger audiences in their spaces with content that is both relevant and conversation-starting. Through this approach, the campaign redefined “FYP” from TikTok’s “For You Page” to “For Your Penis,” reinforcing the importance of fit and pleasure in sexual health while driving awareness in a demographic critical to public health outcomes.
FORMAT#12 PARODY OR BORROWED FORMAT — Uses or parodies pop culture formats like films, shows, or genres.
This campaign best fits FORMAT#12 because it borrows directly from the pop culture format of a rap music video—a genre and medium familiar and engaging to its Gen Z target. Rather than telling a traditional story, the core creative device is to parody or leverage the tropes of viral hip-hop and TikTok music content to deliver a message on condom fit and sexual well-being. The use of rap artists and comedic performers, integration of popular TikTok terminology (“FYP”), and a music video structure all indicate that Durex is adopting and adapting a pop culture genre to both entertain and inform. This is not a demonstration, testimonial, story, or exaggerated benefit—rather, it’s the borrowed format itself that is central to the campaign’s impact.
1. Trojan – Market Positioning
Trojan is known for its wide variety of condom products catering to different needs and preferences, emphasizing reliability and protection. It positions itself as a trusted, mainstream brand with a strong focus on sexual health education, safety, and availability, often targeting a broad adult audience through traditional and digital campaigns.
2. Lifestyles – Market Positioning
Lifestyles differentiates itself with innovation in product lines offering unique textures, sizes, and latex-free options. It markets towards consumers seeking pleasure and comfort alongside protection, appealing especially to a younger demographic through vibrant packaging and progressive messaging around sexual well-being.
3. SKYN (by Ansell) – Market Positioning
SKYN focuses on ultra-soft, non-latex condoms designed for enhanced sensitivity and comfort, promoting a natural feel. The brand appeals to consumers with latex allergies and those seeking premium, skin-friendly options, positioning itself as a modern, high-quality alternative that balances pleasure with protection.
4. ONE Condoms – Market Positioning
ONE Condoms leverages bold, creative packaging and socially-conscious marketing that connects with cultural trends and younger audiences. The brand emphasizes individuality, inclusivity, and safe sex education, often collaborating with artists and influencers to make sexual health conversations engaging and destigmatized.
5. Kimono – Market Positioning
Kimono is positioned as a luxury condom brand focused on premium quality, thinness, and sensitivity for an elevated sexual experience. It targets discerning consumers who prioritize fit and feel, combining sleek design with endorsements from healthcare professionals to build trust around pleasure-focused protection.
Q: What is FYP (For Your Penis) ft THATKIDCG x DUREX about?
A: FYP (For Your Penis) ft THATKIDCG x DUREX is a 2022 integrated health campaign created by Durex in partnership with ad agency VaynerMedia and rapper That Kid CG. The campaign challenges the stereotype that penis size determines sexual satisfaction by emphasizing the importance of the right condom fit for pleasure and protection. Originating from a viral TikTok video that garnered 3.7 million views, the campaign expanded into a full-length rap track and music video to engage Gen Z audiences authentically through rap culture and TikTok, promoting sex positivity and condom use amid rising STI rates among young people.
Q: What creative device does FYP (For Your Penis) ft THATKIDCG x DUREX use?
A: FYP (For Your Penis) ft THATKIDCG x DUREX employs FORMAT#12 PARODY OR BORROWED FORMAT from Clapboard’s 12-format taxonomy, which involves borrowing directly from the pop culture format of a rap music video. This creative device leverages the familiar genre and tropes of viral hip-hop and TikTok music content to deliver its message on condom fit and sexual well-being. The campaign integrates rap artists, comedic performers, and popular TikTok terminology like FYP to entertain and inform, using the borrowed format itself as the central mechanism for impact rather than traditional storytelling or demonstrations.
Q: What is the campaign proposition for FYP (For Your Penis) ft THATKIDCG x DUREX?
A: The campaign proposition for FYP (For Your Penis) ft THATKIDCG x DUREX is to challenge misconceptions around penis size and condom use by emphasizing that the right fit is what truly enhances pleasure and protection. Targeting Gen Z through culturally relevant rap music and TikTok, the brand aims to foster open, sex-positive conversations that confront stigma and shame. This approach aligns with Durex’s broader mission to promote safer, more pleasurable sexual experiences while educating a younger demographic facing rising STI rates, meeting them authentically in their digital and cultural spaces.
Q: How does FYP (For Your Penis) ft THATKIDCG x DUREX rank in Clapboard's archive?
A: FYP (For Your Penis) ft THATKIDCG x DUREX holds a Clapboard Campaign Score of 74/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating acknowledges the campaign’s effective use of culturally resonant content and authentic engagement with a younger audience through innovative integration of rap culture and TikTok virality.
Q: Who are the competitors in Durex's category?
A: In Durex’s category, Trojan is positioned as a trusted mainstream brand emphasizing reliability, protection, and sexual health education for a broad adult audience. Lifestyles differentiates itself through innovation in product textures, sizes, and latex-free options, appealing to younger consumers seeking comfort and pleasure. SKYN offers ultra-soft, non-latex condoms for enhanced sensitivity, targeting those with latex allergies and premium preferences. ONE Condoms focuses on bold, socially-conscious marketing that connects with cultural trends and inclusivity to engage younger audiences. Kimono positions itself as a luxury brand prioritizing premium quality, thinness, and sensitivity for an elevated sexual experience.
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