Case Study: Durex shapes future brand positioning with Bulbshare's Gen-Z Sex Positivity Community

Building a global community of tastemakers for the largest sexual health company in the world Putting Gen-Z voice at the heart of brand positioning

Durex, the global sexual health company, wanted to evolve from a purely category-led brand into a lifestyle brand with a stronger identity that would resonate with Gen Z. To help shape this shift, Durex worked with Bulbshare using insight, ideation and content support.

Bulbshare built a global Sex Positivity Community of 40 Gen-Z tastemakers and influencers across the UK, US, China and Brazil, then used their feedback to inform four virtual ideation workshops. The program generated hundreds of responses and helped establish future brand positioning for Durex, grounded in tastemaker community insights.

Durex