Durex: Make Valentine’s Day great again

Durex, the condom brand, used Valentine's Day to strengthen equity and increase preference amongst existing consumers in Indonesia.

Campaign details

Brand: Durex Lead Agency: VMLY&R Region: APAC

Strategy

Objective

In conservative Indonesia - the biggest & richest context Durex has is around love & intimacy and with it, the day of love - Valentine's day.

Beyond 'context', winning Valentine's day offered another significant advantage - Previous business reports had indicated that if Q1 KPIs were met, strong growth was seen throughout the year.