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Durex Condom Brand Makes Cultural Impact with Music Brand Integrations


To spread its positive sexual wellness message, Durex tapped BENlabs to help the #1 condom surpass its main competitor to achieve #1 share of voice on social media: BENlabs aligned the brand with progressive artists, music properties, and online influencers across music festivals, events, music videos, and on social media to achieve just that.


Durex is the #1 top-selling condom brand globally. It wants people to feel good about whatever they’re into and believes in recognizing the problems and fighting to fix them.



In Social Followers for Category


Influencer Engagement Rate​


Video Views


Pieces of Festival and Live Performance Content

AI Insights into Human Behavior

Durex tapped BENlabs AI to unlock the audiences and events to help cement the cultural relevance of its “love your sex” message. In addition, BENlabs AI powered the predictive campaign intelligence needed to unseat the brand’s main competitor, finally enabling Durex to achieve #1 in social media followers for the category.

  • Predictive Analytics
  • Smart Creator Matching
  • Competitive Audience intelligence

Full AI Story

Durex in a Starring Role

With BENlabs’ deep connections in entertainment, Durex got a seat at the creative table, ensuring Durex products were an authentic focal point in powerful music videos from artists including Lil Nas X, Yungblud, and Sam Smith.

The video for “Unholy” by Sam Smith and Kim Petras featuring Durex is up for five MTV Video Music Awards including Best Video, Best Direction, and Best Visual Effects.


In addition, Durex showed up in a big way at music festivals including Made in America Festival and LadyLand Festival, and in custom social content from artists including Yungblud, Lil Nas X, JORDY, and Sam Smith

Full Creative Story

A Love Your Sex Success Story

With BENlabs taking point on a year-long, deep, and targeted Durex brand integration campaign, 2022 was a banner year for the #1 condom brand.

Across 31 pieces of custom festival and live performance content and multiple big name artist brand integrations, Durex showed up in a big way in culturally relevant moments across music and music culture. As a result, the Durex brand is forever linked to its “love your sex” rallying call, and associated with its sexual wellness, positivity, and inclusivity core values.

Full Results Story 

Influencer Marketing Made Simple

The BENlabs team uses proprietary AI tools to help make influencer marketing smart, scalable, and successful. From finding the perfect content creators, automating A/B testing of content, copy and CTAs, and surfacing clear, predictive analytic insights early, when they can make the most difference, BENlabs is here to help.

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