HITTING THE RIGHT NOTES
Durex, a leader in the UK and European condom markets, was looking to increase market awareness while centering its identity on embracing sexual fluidity and appealing to an audience that explicitly includes the LGBTQ community.
Durex had been in talks with BEN for months to find opportunities at the intersection of fashion, music, pop culture, and the LGBTQ community to appeal to an audience of Gen Z and younger millennials. One artist already on BEN’s radar? American rapper Lil Nas X—a public figure known to defy gender norms and authentically express his sexuality.
BEN leveraged its connections with talent and music labels to nudge the stars into alignment. When the rapper’s label approached BEN with an opportunity for a customized integration in Lil Nas X’s “That’s What I Want” video, BEN knew this was the moment Durex was looking for to showcase its brand values while reaching its key audiences.
An Organic Pairing
BEN knew Lil Nas X’s music video was a perfect chance to work with such a natural fit for the Durex brand—but they had to act fast due to the filming schedule. As a result, Durex pivoted from its original long-term strategy planning to a much faster turnaround for activation. Within 24 hours, the Durex team had acquired the necessary approvals and given BEN the green light.
BEN knew the campaign’s success would come from the authentic match between Lil Nas X and Durex’s identities—a connection the rapper himself built on organically when it came to how he incorporated the product into his music video. The initial idea was to feature a condom box in a locker and a wrapper on the floor. But Lil Nas X wanted to showcase the product in his own way: he decided to rip the condom open with his mouth, providing a memorable beauty shot of the product that aligned with his confident personality and style.
BEN’s team knew the product would show up on screen best with Lil Nas X’s authenticity behind it. Durex trusted BEN, and the results quickly showed: The music video garnered more than 28 million YouTube views in the first 5 days.
Case Study at a Glance
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Understood opportunities across fashion, music, pop culture, and the LGBTQ community to reach a target audience of Gen Z and younger millennials
Early access to music labels to facilitate authentic partnerships between brands and creators
Customized product integration in the music video for American rapper Lil Nas X’s “That’s What I Want”
Engaged Lil Nas X for additional promotion on his social channels