Durex has partnered with rap artists to debut a full-length track and music video ‘FYP (For Your Penis)’ – a sex positive message designed to challenge the stereotype that size … read morematters for great sex. The full length track and video responds to requests received by the brand after an initial TikTok video earlier this year receiving 3.7M views. In doing so, Durex has tapped into rap culture and TikTok to lead a conversation amongst a younger generation, educating audiences that it’s the ‘fit’ that really matters, and reinforcing the importance of condoms for both protection and pleasure. With a recent ‘out of control’ rise in STIs and an estimated half of new infections being contracted by those under 26 according to the CDC, Durex wanted to engage the open and curious gen z audience in an authentic way by meeting them where they spend their time, TikTok. Understanding the importance of rap culture in reaching this younger generation, the brand worked with artist That Kid CG, creating a song designed to educate, entertain and spark conversation. Durex is looking to redefine the term ‘FYP’ as a direct result of consumers’ response to 'Rhythmic ASMR' TikTok post. Following comments such as ‘why is this on my FYP’ (‘For You Page’ on TikTok), the brand listened to the consumer and, together with advertising agency VaynerMedia, released ‘The Real Meaning of FYP,’ a short rap that resulted in 3.7 million organic views, 18.4 thousand shares, and increased their TikTok followers by over 27 thousand. Most importantly, the virality ignited a conversation around penis size and sex. The consumer engagement and resulting dialogue inspired the full-length ‘FYP’ song and corresponding video.
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