The condom firm will run advertising in women's press offering guidelines for when to award the so-called "brownie points" and in the men's press on how to win them.
The campaign, which also involves outdoor advertising in London and has the strapline 'Pleasuremax -- it's not just pleasure, it's pleasure perfected', has been created by McCann Erickson Manchester.
The Pleasuremax range includes ribs and "sensuous bumps", according to a statement from Durex.
Catherine Gort, senior brand manager for Durex, said: "We all recognise the concept of earning and awarding brownie points to our partner and this campaign will get people talking about what brownie points should be given for. Using Pleasuremax is an obvious way of getting them because both parties will be delighted by the results."
The advertising push is backed by a PR campaign by Porter Novelli.
McCann Erickson Manchester was behind two ads for Durex that came under criticism from the Advertising Standards Authority.
It was ruled that posters with the word "ejaculater" for the Performa brand were likely to cause serious or widespread offence. A previous campaign for the brand, involving condoms shaped in the words "roger more", was also censured.
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