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...