Durex: Make Valentine’s Day great again

Durex, the condom brand, used Valentine's Day to strengthen equity and increase preference amongst existing consumers in Indonesia.

Campaign details

Brand: DurexLead Agency: VMLY&RRegion: APAC

Strategy

Objective

In conservative Indonesia - the biggest & richest context Durex has is around love & intimacy and with it, the day of love - Valentine's day.

Beyond 'context', winning Valentine's day offered another significant advantage - Previous business reports had indicated that if Q1 KPIs were met, strong growth was seen throughout the year.

Task: Betting on a bold start

Occasion goal: Establish a meaningful role for Durex in the life of the youth during Valentine's day.

Communication goal: Create engagement & grow association with Love,...

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