Durex Naturals is the brand's water-based lubricant made out of 100% natural ingredients. In order to promote it, and in the need for a creative execution that could bypass the market's restrictions for advertising sexual health products, we found an opportunity: we chose to use the wisdom of nature, having it become our vehicle to show the benefits of our product, and how natural a lubricant should feel.

With our campaign, we did what no other brand had done before in the country: create an idea of ​​the wetness we seek in sex. We used photos of the wettest places within the driest places on earth, places that looked similar in shape to human parts that require lubrication, taking into consideration that sometimes it's not that easy to get to the exact level of humidity that we need in sexual encounters and ultimately showing every colombian that even in the worst conditions, nature finds a way to make you wet.

The media plan was made to have the greatest possible reach. We planned a 60% of reach, which we overcame, reaching 62% in digital media with a universe of 8,100,000 users, making a total multimedia reach of 65%.

Naturals meant historic business: we grew sales in 30% and the Durex lubes segment by 75% versus 2021.