Archive · 22 Jul 2026
Durex Launches Smooth Glide Condoms for Enhanced Comfort
Durex, a well-known brand for sexual wellbeing, has introduced a new type of condom called Smooth Glide.
These condoms have extra water-based lube to make sex more comfortable, especially for women who experience dryness.
Durex did a survey and found that many women feel discomfort during sex, which often goes unnoticed.
To start a conversation about this, they created a fun term called 'Ahgasm' to describe the discomfort caused by dryness.
Now, with Smooth Glide, they want to help make sex more comfortable and enjoyable for everyone.
The company and their advertising team worked together to create this new product and spread the word about it.
Durex launched Smooth Glide condoms with 2X more water-based lube to address vaginal dryness.
The product aims to reduce discomfort during sex and promote comfort in intimacy.
Durex's campaign coined the term 'Ahgasm' to highlight the difference between discomfort and pleasure.
The launch was supported by a film using the metaphor of a water slide to demonstrate better lubrication.
Gaurav Jain, Executive Vice President of Reckitt, emphasized the importance of consumer insights in product innovation.
- Who
- Durex, a global sexual wellbeing brand
- What
- Launched Durex Naturals Smooth Glide condoms with 2X more water-based lube
- When
- July 21
- Where
- New Delhi, India
- Why
- To address discomfort during sex caused by vaginal dryness and promote comfort in intimacy
Consumer Advocates
Traditionalists
Importance of Comfort in Intimacy
Consumer Advocates
Emphasizes the importance of comfort and lubrication for a better intimate experience, highlighting the need for products that address discomfort.
Traditionalists
May argue that traditional methods or natural remedies are sufficient and that commercial products are unnecessary.
- Brand
- Durex
- Product
- Durex Naturals Smooth Glide Condoms
- Key Feature
- 2X More Water-Based Lube
- Target Issue
- Vaginal Dryness
- Campaign Term
- Ahgasm
- Company
- Reckitt
- Executive
- Gaurav Jain
- Advertising Agency
- Havas India
- Creative Officer
- Anupama Ramaswamy