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...