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Annovera: Vagina appreciation day

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Annovera, a contraceptive products brand, launched a campaign in the US on Vagina Appreciation Day, with the aim to promote new birth control and de-stigmatize the topic of women's sexual health.

Lifestyles Condoms: Publicly traded

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

LifeStyles Condoms, a condom brand, strengthened its relationship with consumers in Australia by launching a stock-market inspired e-commerce platform that made STIs publicly traded.

Durex: Right to orgasm

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Durex, a condom brand, launched a campaign in India to break the taboo surrounding female pleasure.

Durex: Safe sex – no laughing matter?

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Durex, a condom brand, launched a campaign in Romania to drive cultural change and promote safer sex.

PKBI (Indonesian Family Planning Association): Stop child marriage

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Non-government organisation, PKBI, achieved a government ban on child marriage with its Stop Child Marriage film in Indonesia.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

The use of branding strategies to increase the uptake of modern contraception among Kenyan youth

Research Paper • Alejandra Leyton, Paul Hutchinson and Anastasia Mirzoyants, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 15-26

Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries.

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.

Durex Kohinoor: Stay Faithfully Promiscuous

Case Study • Shubhrojyoti Roy, Anish Dasgupta, Nima Namchu, WARC Awards 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 Awards 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.

Masti Condoms: Man of the Match

Case Study • Tushar Handa, WARC Awards 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.

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.

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.

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.

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.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
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.
Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.
Where consumers shop for consumer health

Article • Euromonitor Strategy Briefings, January 2021

An industry snapshot of consumer health, including the impact of Coronavirus, channel shifts and future development.
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.
What’s working in health and wellness 2021

Article • WARC Category Intelligence, September 2021

Global strategies, campaign updates and trends in health and wellness.