Durex highlights the importance of sexual compatibility with new campaign

Reckitt’s brand Durex has partnered with Hong Kong-based creative agency Durian Hong Kong and media agency PHD to launch an out-of-home (OOH) campaign to highlight the importance of sexual compatibility.

Also known as “Love is a matter of choice” (愛 做選擇), the campaign is available throughout March. A spokesperson from Durex told MARKETING-INTERACTIVE that the campaign targets mass condom buyers and does not specifically target any gender. It aims 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 has 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.

Furthermore, an array of OOH advertisements have been strategically placed in MTR stations and bus shelters to showcase Durex's five product categories. Each category is accompanied by distinct copywriting tailored to effectively convey its unique features. 

Durex has also introduced an online mini-site "Dual" psychological test, allowing couples to actively engage with the brand by inputting their preferences to generate a personalised couple-match score, along with tailored suggestions of the top three condoms that best cater to their unique needs.

After completing the first part of the test, participants can share the link with their partner. Once their partner completes the second part of the test, they can determine the most suitable condom for them.

Additionally, Durex has invited KOLs such as local singer Deep Ng (吳浩康) and his wife, 東方昇 and 專家 Dickson from 100 Most, to participate in the dual test and share on their Instagram pages, highlighting the unique benefits of different condom categories and promoting their usage.

Terri Tsang, head of marketing, Reckitt Hong Kong, said: "Sexual satisfaction is sadly on the decline in Hong Kong. As a leading intimate wellness brand globally, Durex has been fighting against sex taboos since 1929 and believes everyone deserves a fulfilling and exciting sex life."

"That's why we aim to reshape perceptions and empower individuals to embrace versatility for unparalleled pleasure. We want to break free from the notion that sex is limited to a single path and encourage individuals to unleash their freedom to be their true sexual selves," he added.

Chungtsz, founder of Durian HK, said: “From blogs to Facebook, Instagram, stories, and reels, in this fast-paced era, where images can be consumed without digestion and sensations are instant, they flood the world of advertising and often take center stage. However, I believe that the essence of advertising lies in differentiation, which makes a brand stand out and possess a unique personality among its competitors.” 

“For me, copywriting, with its sharp and precise nature, is one of the weapons of differentiation. A concise and impactful copy always possesses an irreplaceable power,” he added. 

Don’t miss: Durex redefines the art of Christmas gifting with new campaign

Back in December last year, Durex partnered with Durian Hong Kong to launch a campaign namely “The Thinnest Christmas Gift" (聖誕薄禮), featuring its product line “Durex 001”.

In order to capture the essence of Christmas gifting, Durex enlisted the influential and innovative elder artist, Wan Kwong (尹光), to embody the role of the Durex Santa (聖誕套人). He concluded a special busking event and distributed Durex 001 condoms as Christmas gifts to the audience, emphasising the importance of celebrating Christmas "safely".

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