Durex® Pushes All The Right Buttons

MISSISSAUGA, ON – After a week of global speculation, Durex®, the number one condom brand in the world and sexual well-being leader, has revealed today the much anticipated mobile technology that could revolutionize our sex lives forever – the off-button.

Durex first sparked mass interest on Wednesday, March 4th by teasing an imminent technology breakthrough in partnership with Siren Mobile to improve people’s sex lives around the world. People from around the world visited the ‘Durexlabs’ website to find out more and subscribe to be beta testers of this technology.

A moving and enlightening video was also released yesterday on Wednesday, March 11th by Durex, (http://youtu.be/O925jNVmpOQ), featuring couples who volunteered to test this mobile technology. The couples were eager to give their love lives an uplift and were surprised to learn that the answer was a simple switch that had been right in front of them all along – the off-button. The video, which is rapidly gaining interest online, follows these couples on their emotional journey, highlighting the serious issue that we are becoming enslaved to technology.

“With technology playing such a pivotal role in our personal lives and relationships, we set out to explore how it could be utilized in a positive way to enhance our sex lives, but in doing so we discovered the most effective answer was the simplest,” states Ukonwa Ojo, Head of Global Brand Equity at Durex. “After consulting countless experts, academic research and endless qualitative interviews, the solution turned out to be a simple one – we should disconnect to reconnect. We are encouraged by the response to the campaign and film, particularly as we approach Earth Hour. We hope it will help to reconnect couples that have let technology compromise their connection with each other.”

Susie Lee, the app entrepreneur and CEO of Siren Mobile states, “Of course, technology can never really replace human interaction. True chemistry comes from intimacy. So while we need technology – it has enhanced our lives, enabling us to reconnect with old friends, reach wider social groups and meet new people – we need to recognize the times and places that social networking doesn't enrich our experience. We really need to learn to focus on each other in the bedroom, rather than on our smartphones or tablets."

To learn more or to watch the Durex video, please visit: http://youtu.be/O925jNVmpOQ.

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About Durex
Durex® is the #1 sexual well-being brand worldwide. The brand not only produces condoms which exceeds global testing standards, but also offers pleasure gels, lubricants and personal massagers. With over 80 years of experience in the bedroom, Durex is dedicated to inspiring lovers to love sex safely. That is why Durex will
never stop innovating with new products that enhance the sexual experience, helping couples get closer and go further together.

For more information, go to www.Durex.com.

About RB
RB (formerly Reckitt Benckiser) is the world’s leading consumer health and hygiene company. The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries. The company employs approximately 37,000 people worldwide.

With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 20 of companies listed on the London Stock Exchange. Today it is the global No. 1 or No. 2 in the majority of its fast-growing categories. Its health, hygiene and home portfolio is led by 19 global Powerbrands including Mucinex, Durex, Scholl, Lysol, MegaRed, Veet, Finish, Air Wick, French’s, Nurofen, Strepsils Gaviscon, Dettol, Harpic, Bang, Veja, Mortein, Vanish and Calgon.

For more information visit www.rb.com.

Media Contact:
Julia Des Islets
MAVERICK for RB
juliad@wearemaverick.com
416.640.5525 ext. 239