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.
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.”