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Durex continues ‘Love Same Sex’ campaign as it sponsors Gay and Lesbian Mardi Gras

Durex Creative (1)Durex has signed on for the third year running as a major sponsor for the 2015 Sydney Gay and Lesbian Mardi Gras, with the brand set to run a same sex campaign across gay and lesbian media platforms to tie in with its Mardi Gras and Melbourne’s Midsumma Festival sponsorship.

The ‘Love Same Sex’ campaign continues on from last year’s Mardi Gras campaign which saw the brand highlight and celebrate the years of love and commitment of long-term same-sex relationships in Australia, and is a play on the brands usual tagline of ‘Love Sex’.

Suzanne Legg, brand manager for Durex at parent company RB, said: “Everyone knows that Durex loves sex. We love safe sex, honest sex, passionate sex and of course same sex! Durex believes that all love should be recognised as equal and we are an immensely proud sponsor of Sydney’s Mardi Gras and Melbourne’s Midsumma Festival.

Created by Momentum, the campaign is running across print in titles including The Star Observer, DNA Magazine, LOTL, Same Same, Gay News Network, Pink Sofa, Manhunt, Aussiemen, Gaydar, Grindr, Squirt, SX as well as in pubs on Sydney’s Oxford Street, including Stonewall Hotel and the Colombian Hotel,  and across radio stations OX live and JOY 94.9

Ben Mulcahy, Pink Media Group managing director, said: “This national approach incorporating the two largest LGBT events in the country will ensure that Durex is the leading brand.”

Commenting on the renewed partnership CEO of Sydney Gay and Lesbian Mardi Gras Michael Rolik said: “Durex have demonstrated tremendous support for LGBTQI community and Mardi Gras with last year’s successful “Love Same Sex” campaign to the cause of marriage equality. We are delighted to welcome Durex back as a Major Partner of Sydney Gay & Lesbian Mardi Gras in 2015”.

Pink Media Group and ZenithOptimedia managed the media buying and planning for the campaign.

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