Durex Records: Empowering Saudi youth to harness their self-expression

Saad Al Abbassi, Alvaro Bretel

Durex, a condom and lube brand, launched a campaign in Saudi Arabia and the UAE to increase category volume sales, gain 1.5% market share and increase sales by 5%.

Campaign details

Brand: Durex Brand owner: Reckitt Entrant company: Vice Arabia HQIdea creation: In house Market: United Arab Emirates Sector: Contraceptives, family planning Media channels: Content marketing, Word of mouth, Influencers, KOLs, Online video, Radio & audio Budget: Up to 500k

Executive summary

KSA has gone through massive waves of openness that were reflected across many industries. However, conversations around sex continued to spiral down the taboo cave. On top of that, a brand like Durex faces insurmountable communications restrictions, making it difficult for...

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