Durex:
What’s your flavour?
In 2021 Durex re-energised its flavoured condom range, with new, vibrant packaging for its chocolate and strawberry variants. The brand wanted to increase awareness but had no new news beyond the packaging refresh.
Leveraged the refreshed look of Durex’s Chocolate and Strawberry condoms to encourage Singaporeans to embrace their playful and adventurous side when it comes to sex. Pitting Strawberry and Chocolate against each other, the campaign created a national talking point to encourage Singaporeans to open up and start more meaningful conversations about their likes, dislikes and safe sex.
Using the new packaging launch for Durex’s chocolate and strawberry variants, we created an integrated campaign to ignite a battle of the flavors, encouraging our audience to talk about their preferences. We designed a series of stunts, social posts and partnerships to establish which is Singapore’s favorite flavor, once and for all.
The campaign key visual was inspired by arresting food textures of strawberry and chocolate details and accompanied by a lock-up that captures interest and curiosity for trial, through its contrasting typography. Our campaign tagline “what’s your flavor” was inviting and inquisitive, with texture and color playing a key part in delivering the messaging through a vibrant color palette composed of pinks and yellows, reminiscent of the Durex packaging.
Created a series of branded merchandise to bring the visual and taste cues to life.
The media kit design featured the merch, condoms and Strawberry and Chocolate candies and was send to media and KOLs
We transformed "taste" from a product feature into a high-visibility consumer activation. The result? A viral moment designed for the "share" button, securing earned media and putting the brand at the center of the cultural zeitgeist.
The launch post on social achieved an engagement rate of 14.8% (the highest of the year)
and was shared over 620 times on Instagram. We secured 40 pieces of coverage and 158 pieces of organic KOL content.
The campaign had a total reach of 63.7m+
Client:
Durex
Role:
Concept
Creative Direction
Social Media
PR Activation
Graphic Design
Agency:
AKA Asia