Durex: Empowering Saudi youth to harness their self-expression

Durex, a brand of condoms and personal lubricants, increased sales, market share and ad recall in Dubai by making itself culturally relevant.

Campaign details

Brand: DurexAgency: Universal Media UAERegion: EMEA

Strategy

Objective

Increase contraceptive category volume sales in Saudi Arabia by 3%, gain 1.5% market share in the contraceptive category YTD, increase sales by 5%, achieve awareness and AD recall of 7% after this campaign.

Target Audience

The open and curious Saudi youth, males and females between 18-34 who are sexually active. This is over 67% of the 18-34 population.

Within the parameters of the Saudi Arabian society, the Durex audience is composed by those who describe themselves as open-minded (34% of the population, vs 8% who...

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