Durex: The Durex Of 001

Durex, a condom brand, launched a campaign in Hong Kong to grab market share, complete the brand's portfolio gap and attract young consumers.

Durex enters the 001 condom market with a new positioning & attitude. This campaign not only repackaged the 001 condom as the most premium experience but also changed long-standing condom brand' stereotype from people's mindset.

The campaign tagline - 001中之杄雷斯 (the Durex of 001) try to communicate the meaning of "Best of the best" so as to unveil this new product and make it powerful with a good saying of the best comes last.

Market Challenge

First, PU condom market dominate by competitors in the post few years. According to shopper study research by IPSOS*, thinness is the key drivers...

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