Durex: Love worry-free with Durex Jeans

Durex, a contraceptive brand, launched a campaign in Vietnam to increase awareness of Durex Jeans.

Campaign details

Brand: Durex Lead Agency: Dentsu McGarryBowen Region: 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 t