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Durex begins Cut the Cliches campaign

Condom maker Durex Canada has begun a new campaign called "Cut the Cliches" in support of its Durex Play Pleasure Gels product line. The national campaign encourages couples to avoid traditional Valentine's Day rituals. The initiative consists of an online video in which imagery of traditional Valentine's Day objects such as cards, chocolates and flowers are broken by couples having sex. The effort also includes television advertising and social media activities. The campaign was developed by Isobar Canada, with media work by Aegis Innov8.

"The goal of the campaign is to shift the focus of Valentine's from forced gifting to building deeper connections with your lover through intimacy, enabled by Durex Pleasure Gels," said Indresh Kohli, marketing director for parent company RB Canada.

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