Building up to the festive and holiday season, this campaign aims to position the products of this premium brand, as a way to promote not only fun sex, but most importantly responsible sex.

Elements in which the campaign will roll out include radio, social media and experiential. As part of this campaign, one of the chosen Social Media platforms wasTwitter. The Twitter handle was created on 10 November, and gained 1 550 followers within two weeks, many of whom were positively engaging with the brand. During this time, it became a positive trending topic nine times across South Africa.

On 24 November, an unapproved batch of tweets was posted. One tweet in particular was inappropriate, and resulted in a negative response from some Twitter users.

Lynn Madeley, CEO of Euro RSCG South Africa, comments: "We would like to wholeheartedly apologise to the public for the unsavoury tweet on the Durex SA Twitter timeline, and for any offence caused. We certainly never intended to cause any distress and have ensured that our quality control process will be more stringently adhered to, ensuring that a human error of this nature will not happen again.

“We extend our apologies to Durex SA for the public embarrassment that this unfortunate incident has caused. We, as an agency, believe in the equal and fair treatment of women everywhere, and strongly oppose women abuse and any violation of their rights."