CHINA

Durex Personalized Packaging

Durex

The project offers a new digital experience that allows consumers to “personalize” Durex, choosing visual style and making personal messages to the boxes.

Durex

The results

By 31 May 2015, more than 2000000 people have visited the Durex personalized box official website, and the exposure of the campaign in social media got more than 1.1 billion views. We achieved dramatic growth of sales with only 60% paid media expenditures.

The challenge

The connection between Durex and individual consumers is weak as condoms are disposable and has low involvement.

Durex is popular on social media because of its fun brand personality, but the connection to individual consumers is weak as condoms are disposable and has low involvement. Durex has to build a strong bond with consumers and stay top-of-mind from fierce competition in the market.

The idea

Durex created a special “Flirting Media” through personalized packaging to inspire Chinese youths to express and enjoy sex.

We designed and built Durex’s first creative social commerce platform. Consumers get to design their own Durex boxes displaying messages with double meaning to partners on the ecommerce site. For example, everyday common terms took on suggestive meanings such as “see you after office hours” or ”just do it.”