Award: CAMPAIGN CATEGORIES \ C21. Best Launch

Durex, as the latecomer in the ultra-thin condom market, this is a significant challenge to grab the PU condom market shares and distinguish it from the major competitor – Okamoto 001.
So, Durex 001 had to find a strong positioning that leverages on Durex’s premium image and
influence.

The campaign is designed to deliver a holistic luxury lifestyle experience with a series of activations to
increase people’s awareness, knowledge, interest and trial on the new product РDurex 001.
Starting with the brand film and a majestic presence outdoors, at Hong Kong’s most premium MTR domination zone, this campaign also extended into fashion, gastronomy, living and even
commuting.

The holistic luxury lifestyle led Durex 001 into the next level, from a condom to a luxury daily essential, Durex have redefined and strengthened itself as No.1 in the condom category in Hong Kong.