Sex Education by Brands

A Case Study of Durex and Platanomelón on TikTok

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DOI:

https://doi.org/10.62161/revvisual.v17.5866

Keywords:

Branded Content, TikTok, Sex Education, Generation Z, Durex, Platanomelón

Abstract

Brands have identified the opportunity to position themselves as trusted authorities on topics like sexuality through the creation of engaging content, leading to the development of innovative strategies that merit close examination. A mixed-methods approach, combining the analysis of 272 videos published on TikTok by Durex Spain and Platanomelón with in-depth interviews with the professionals shaping these strategies, reveals a commitment to long-term actions centered on sexual health as a core editorial mission. By taking on this role, brands are not only enhancing their societal relevance but also offering valuable sex education to younger audiences, addressing a critical and underserved need.

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Published

2025-10-24

How to Cite

Zomeño Jiménez, D., Cuesta-Martínez, C., & Pallarés Renau, M. (2025). Sex Education by Brands: A Case Study of Durex and Platanomelón on TikTok. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 17(6), 161–173. https://doi.org/10.62161/revvisual.v17.5866

Issue

Vol. 17 No. 6 (2025)

Section

Research articles

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