Turn off to turn on for Durex

This case study demonstrates how Durex, the sexual well-being company, used Earth Hour to help change its perception to a fun and playful brand.

Turn off to turn on for Durex

Campaign details

Brand: DurexAgency: TMW UnlimitedClient: Reckitt BenckiserCountry: United Kingdom

Campaign Background & Summary

Despite offering a full range of products aimed at promoting sexual well-being, most consumers perceive Durex as a functional condom brand alone. To remedy this, we decided to take a more emotional position on sex and love, changing the perception of Durex to a fun and playful sexual health brand. We chose to talk to lovers and address one of the biggest problems in modern relationships; technology.

We called on couples to...

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