Durex: Earth Hour #TurnOfftoTurnOn - Brand building

This case study sets out how Durex, the condom brand, created a short online video to coincide with a global event - Earth Hour - to move its brand positioning from functional to playful.

Durex: Earth Hour #TurnOfftoTurnOn - Brand building

TMW

How did the campaign make a difference?

To promote Durex as a fun and playful brand, rather than a functional, safe one, the Turn Off to Turn On campaign talked to lovers about one of the biggest problems in modern relationships: technology.

The campaign delivered an astonishing 1.7 billion impressions worldwide – achieving its objective of getting people to #TurnOffToTurnOn.

Strategy

Most consumers perceive Durex as a functional, safe brand. To remedy this, the campaign took a more emotional position on sex and love – changing the perception of Durex to a...

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