Durex transforms the perception of lubricants with new campaign

Reckitt’s brand Durex has transformed the perception of lubricants and reintroduced the product into the daily lives of Hongkongers with its new campaign named "Lube grows love” (為愛灌溉).

Over the years, Durex has become almost synonymous with “condom”, while lubricants are still not widely used in Hong Kong. This marks the first time the brand is bringing lubricants into the spotlight. While condoms symbolise “protection,” lubricants are more about “caring.” To reflect this distinction, the campaign adopts a romantic and poetic tone, setting it apart from Durex’s previous witty and catchy style, said Durex's spokesperson in a conversation with MARKETING-INTERACTIVE.

Done in collaboration with creative agency Durian Hong Kong, media agency PHD and social media agency JAG, the month-long campaign centres around three key usages: “painless”, “naughty” and “elevation”. It aims to address the condom market shrinkage by offering gender-friendly and neutral products to cater to the rising trend of inclusivity, especially within the LGBTQ+ community. This strategy also seeks to tap into new market segments and increase brand relevance among diverse audiences.

The core of this campaign lies in out-of-home (OOH) advertising, targeting the high foot traffic in MTR stations to achieve maximum exposure. Using a watercolour style to depict the smooth and flowing texture of the lubricant, the campaign presents three different slogans with a romantic tone, tacking three occasions for using lubricants: pain-free intimacy, breaking routines and elevating orgasmic experiences.

To further engage the audience, Durex has leveraged Hong Kong’s YouTube live broadcast channel, JFFLive, through its programme 《床哥心事台》on social media. Instead of the usual "live-selling" (直播帶貨) format, the campaign has adopted a call-in approach, using real user cases to highlight how the different lubricants in the series can solve various intimacy-related challenges. 

The campaign has also collaborated with the couple YouTubers 廢青男女, who creatively use a classical Chinese literature style to illustrate how "Lube Grows Love" in couples' relationships.

Furthermore, Durex has partnered with local flower shop Hanaichi Flower to offer a gift box containing flower seeds and Durex lubricants for customers who make designated purchases at its e-shop. Such collaborative efforts can amplify brand messaging, reach new audiences, and strengthen Durex's position as a progressive and socially responsible brand, according to the spokesperson. It also seeks to establish a meaningful connection that resonates with the target audience beyond traditional advertising.

Don’t miss: Durex highlights the importance of sexual compatibility with new campaign

Back in March last year, Durex launched an OOH campaign to highlight the importance of sexual compatibility. Also known as “Love is a matter of choice” (愛 做選擇), the campaign targeted mass condom buyers and did not specifically target any gender. It aimed to encourage consumers to revel in the variety of sensations that unlock unparalleled pleasure and elevate their intimate encounters. 

While the abundance of products may make it difficult for consumers to differentiate each product's features, the campaign categorised 12 products into five distinct categories, including “耐系”, “激系”, “0系”, “薄系” and “潤系”, aiming to create a lasting impression.

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