Durex Australia Takes Cyber Sex To 3rd Base

Move over sexting; there is now a new and definitely more exciting way to share your love over the internet! Condom manufacturers Durex Australia have dismissed the traditional dirty phone-calls, racy texts and even cyber sex to introduce ‘Fundawear’. The safe-sex giant, in collaboration with Havas Worldwide, Snepo Technologies and fashion designer Billie Whitehouse, has combined sex and technology to create high-tech vibrating underwear that stimulates at the touch of a button; meaning long-distance relationships have never been easier (or more fun!).

Via a smartphone app, couples can send a signal to their partner’s phone which is relayed to ‘touch-actuators’ woven into the fabric of their Fundawear; bra and knickers for women and pants for men. The excited partner can then use the buttons on the user interface to control which areas are stimulated.

The ‘Durexperiment’ platform was developed to reinforce the brand’s positioning; encouraging people to have fun and experiment with sex safely.

Steve Coll, Executive Creative Director behind the project comments; "As a start it’s kind of fun but it’s more complicated than it seems. We’ve done a lot of research in terms of the sex toys out there. There is nothing that’s been created like this. While it’s fun and light-hearted there is some serious innovation behind it.

"Australia is one of the few markets where Durex is not the brand leader [in condoms]. We wanted to draw attention to some of their product range and the ongoing Facebook conversation will target 18 to 22-year-olds to have fun, explore new things and be safe with Durex."

Durex has released a series of videos on YouTube to demonstrate the story of Fundawear; one of which shows a long distant couple trialing the innovative product. In addition Durex has launched a social media campaign using Facebook, where couples can win a weekend away in a luxury hotel to test out the clever tech themselves, but only if you live in Australia.

At the moment, the product is only in prototype form and relies on positive public interest before further development takes place. So if you would like to see this on the shelves check out the videos on YouTube (which by the way, have received well over 2 million views) or visit their Facebook page and show some appreciation! With a catchy slogan like ‘Definitely the most fun you can have with your clothes on’ what could go wrong? Durex…congratulations for continuing to push the limits of pleasure!