Shots have been fired! Pee Safe takes a hilarious dig at Durex by reversing gender roles

• Pee Safe recently announced its female condom Domina.
• While the product is yet to hit the market, Domina has fired a direct shot at its rival Durex for its latest post on The Queen’s Gambit.

On this World AIDS Day, Pee Safe announced its first female condom brand named Domina. While the product hasn’t hit the market yet, Pee Safe has smartly started building a voice on social media.

In its first-ever social media post after the launch announcement, Pee Safe’s Domina took a dig at its rival Durex. Not very subtly, after Durex posted its creative take on the popular TV series that everyone’s talking about today -- The Queen’s Gambit, Pee Safe tweaked the same creative to remind the world that Queens can wear a condom, too!


Durex’s post reminded its audience to ‘check’ to make sure they have their guards on before they ‘mate.’ Pee Safe fired back by using Durex’s format as is but with a witty tagline that was a direct dig at Durex. It read, “Prepared to not check, mate” as one doesn’t need to worry about wearing the condom in spur of the moment. Domina can be worn up to 8 hours and it is ‘specially designed for uninterrupted pleasure.’

Pee Safe has tried to make conversation around sexuality and menstruation more inclusive with its social media campaign. In the past, it has represented period blood in its true colour in an industry that still represents period blood with a clinical blue liquid.



It was also the first brand in India to include men in conversation about menstruation.


What is Domina

Domina, pronounced Daw-mina, is Pee Safe’s latest product that is an amalgamation of Condom and Vagina. It aims to target women who ‘don’t like to wait for what they want.’


According to Technavio, the APAC region is set to be the fastest-growing region for female condoms with India and China being the driving forces. The global market size for this product category is approximately 800 million.

Pee Safe’s Domina has already started communicating with its consumers to build some buzz around its launch, the product will hit the market in January in 2021.