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How Viagra’s repositioning brought unexpected benefits

News • 13 October 2020

Marketers need to reflect evolving social attitudes and expectations, including a greater openness to discussing personal and emotional topics in order to form more meaningful relationships with consumers; it’s in that context that Viagra has undergo

How Viagra repositioned to reflect evolving definitions of masculinity in the UK

Article • Geoffrey Precourt, Event Reports, Advertising Week, September-October 2020

Viagra, a drug made by Pfizer to treat erectile dysfunction, wanted to shake outmoded perceptions of its brand and reach men in more emotionally resonant ways.

Durex Naturals: Making reclaimed sexual pleasure a better customer experience

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

Durex, a condom brand, promoted its new Durex Naturals lube among young women in the UK by launching a mixed-media campaign that encouraged them to reclaim their sexual pleasure.

K-Y: The Pleasure is Mine

Case Study • Jessica Joseph, John Ebeling, WARC Awards, Shortlisted, Effective Content Strategy, 2020

US-based lube brand K-Y created a platform to normalise conversations about women's sexuality through a docuseries in order to regain lost market share.

Seem: The Family Way

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Recruit Lifestyle, a human resources company, launched the Seem device to raise awareness of men’s fertility issues in Japan.

RFSU (the Swedish Association for Sexuality Education): Dear Condom

Case Study • SABRE Awards, EMEA, Marketing to Youth, Gold, 2019

RFSU, the Swedish Association for Sexuality Education, created a short film backed by digital content to boost condom use among young Scandinavians, aged 18 to 25.

Durex Vietnam: World Cup 2018

Case Study • Duy Quach, Richard L Schmitt, Trung Mai , WARC Awards, Entrant, Effective Social Strategy, 2019

Durex, the leading condom manufacturer, improved brand reach, recognition and sales in Vietnam by tapping into the 2018 World Cup to connect with its young target audience and open up public dialogue around the previously taboo subject of sexuality.

Reckitt Benckiser: Durex Global Sex Survey - Supporting Sexual Health & Wellbeing Across the World

Research Paper • MRS Awards Papers, Finalist, MRS Award for International Research, 2018

Reckitt Benckiser, a British multinational consumer goods company, needed to launch the Global Sex Survey for its condom brand Durex by using research to make it sensitive and accessible to all genders, sexualities and regions.

Masti Condoms: Man of the Match

Case Study • Tushar Handa, WARC Prize for Asian Strategy, Entrant, 2018

Masti Condoms used a TV-led campaign in India to refresh its image and boost share in a valuable market.

Durex Kohinoor: Stay Faithfully Promiscuous

Case Study • Shubhrojyoti Roy, Anish Dasgupta, Nima Namchu, WARC Prize for Asian Strategy, Entrant, 2018

Indian condom manufacturer Kohinoor re-launched under Durex with a new product portfolio to generate brand awareness.

Durex Air: The condom for condom haters

Case Study • Shubhrojyoti Roy, Anish Dasgupta, Sarah Coles, Nima Namchu, WARC Prize for Asian Strategy, Entrant, 2018

Condom manufacturer Durex grew sales and awareness in India by launching a new product, Durex Air, to address problems with the condom category in general.

Free Condom Store - AHF India

Case Study • SABRE Awards, South Asia, Not for Profit, 2018

The AIDS healthcare foundation (AHF), a global nonprofit provider of HIV prevention services, launched a campaign in India to promote its Free Condom Store by producing a social experiment video.

Trust Condoms: #KuwaTrue podcast campaign

Case Study • Marion Wanyoike, WARC Awards, Entrant, Effective Content Strategy, 2018

Trust, a condom brand, used podcasts and social media to connect with young people and increase sales in Kenya.

LifeStyles & Blowtex: Smart = Sexy – Reframing sexiness in a digital-embedded way

Case Study • Matthias Eylers, WARC Awards, Entrant, Effective Content Strategy, 2018

Manufacturer of protection products Ansell used thumb-first thinking to drive sales and build a brand tonality between its two condom brands in Brazil and the US.

Sultan: F*ck like a Finn

Case Study • SABRE Awards, Gold Sabre Award For Integrated Marketing, EMEA, 2018

Sultan, a condom brand, launched a campaign in Finland to increase brand awareness and preference among young consumers.

i-can: Fair Sex Fair Say

Case Study • Rajesh Sharma, Suraja Kishore, Neerja Goswami, WARC Awards, Bronze, Effective Content Strategy, 2018

Contraceptive brand i-can used social media to change the male narrative on contraceptive choices and drive visitors to its website in India.

Durex Jeans: Condom or denim?

Case Study • Shubhrojyoti Roy, Anish Dasgupta, Sourav Ray, Sarthak Ranka, WARC Awards, Silver, Effective Social Strategy, 2018

Condom brand Durex launched a celebrity-driven campaign to challenge cultural taboos in India.

Naughty Bags: Reinventing the condom

Case Study • ARF Ogilvy Awards (US), Silver, 2018

Diverse & Resilient, a non-profit organisation in Milwaukee, launched a new condom brand to educate teens on safe sex.

Seem Sperm Testing Kit: 'The Family Way' (Japan)

Rankings • WARC Creative 100, 2018

Contains the creative for the 'The Family Way' campaign for Seem Sperm Testing Kit by the agency Dentsu Y&R in Japan.

India restricts condom ads

News • 13 December 2017

DELHI: The government of India has advised television channels to restrict the times at which condom ads can be shown, saying contraceptive commercials “could be indecent/inappropriate for viewing by children”.

Durex: Do Not Disturb

Case Study • DMA (UK), Silver, 2017

Durex, a condom brand, created ‘Do Not Disturb’, a mini-documentary on YouTube that filmed couples on holiday without their digital devices to associate the brand with couples connecting emotionally.

Smart = Sexy – Reframing sexiness in a digital-embedded way

Case Study • Matthias Eylers, WARC Media Awards, Silver, Effective Use of Tech, 2017

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Launching Durex Jeans in India

Case Study • Anish Dasgupta, Sarthak Ranka, Shubhrojyoti Roy and Sourav Ray, WARC Prize for Asian Strategy, Silver, 2017

Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

Skore: Bridging the gender divide in sex

Case Study • Divya Agrawal, WARC Prize for Asian Strategy, Shortlisted, 2017

Condom brand Skore used TV, digital and events to redefine the category narrative and boost sales in India.

Durex: Orgasm for all

Case Study • DMA (US), Bronze, Pharmaceutical and Healthcare, 2017

Durex, a condom brand, launched its 'Orgasm for all' campaign in Spain, to promote its new 'Intense Orgasmic Gel' product by getting the coldest woman on earth to reach orgasm: SIRI.

COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
Digital strategy in healthcare marketing: Admap summary deck

Article • Admap Magazine, January 2020

A summary of new thinking and best practice on digital strategy in healthcare marketing from Admap.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
Radically digital: Creative Innovation During COVID-19

Article • Carsten Wierwille, WARC Exclusive, April 2020

The COVID-19 pandemic has spurred new approaches to creative innovation which are likely to endure.
COVID-19: Consumer spending and media habits in the US

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the US during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
Strategic planning has never been more important: Mary Meeker’s coronavirus insights distilled

Article • Sam Peña-Taylor, WARC Exclusive, April 2020

A distillation of Mary Meeker’s annual Internet Trends report, with particular reference to the COVID-19 crisis and topics of interest to WARC readers.