Durex Vietnam: World Cup 2018

Durex, the leading condom manufacturer, improved brand reach, recognition and sales in Vietnam by tapping into the 2018 World Cup to connect with its young target audience and open up public dialogue around the previously taboo subject of sexuality.

Campaign details

Brand: Durex VietnamBrand owner: Reckitt Benckiser VietnamLead agency: MSL VietnamContributing agencies: Performics, BuzzmetricsCountry: VietnamIndustries: Contraceptives, family planningMedia channels: Social mediaBudget: Up to 500k

Executive summary

Durex entered the Vietnam market back in 2008; however, during the preceding 10 years, the company had not invested seriously in social media. During this same period, Facebook had become a rich arena where many brands could interact with their audience. But Durex had failed to keep pace.

Consequently, at the beginning of 2018, Durex Vietnam was faced...

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