Campaign details
Brand: DurexLead Agency: Dentsu McGarryBowenRegion: APAC
Strategy
Objective
With a booming youth generation (15-22 years old), 67% of whom has already experienced sexual activities, Vietnam is among the most potential markets for introducing point-of-market-entrance (POME) condoms. However, most of Durex's competitors were trying to capture these consumers with low prices rather than meaningful innovations and communication. As the most dominant brand in the category, Durex saw great opportunities to expand into the Vietnamese POME segment with a meaningful, built-for-POME product innovation. Durex Jeans, a new condom that is designed to fit with POME...