Durex redefines the art of Christmas gifting with new campaign

Reckitt’s brand Durex has redefined the art of Christmas gifting by introducing the "聖誕薄禮 The Thinnest Christmas Gift" campaign, featuring its product line “Durex 001”.

Done in collaboration with local creative agency Durian Hong Kong, Durex aims to transform the perception of Durex 001 from a personal item to a thoughtful present for friends via “The Thinnest Christmas Gift” (聖誕薄禮) campaign. 

In order to capture the essence of Christmas gifting, Durex has enlisted the influential and innovative elder artist, Wan Kwong (尹光), to embody the role of the Durex Santa (聖誕套人).

Wan, also known as the "King of Temple Street", concluded a special busking event on 1 December as "Durex Santa", and distributed Durex 001 condoms as Christmas gifts to the audience, emphasising the importance of celebrating Christmas "safely".

Two Gen Z fans of Wan (光酥餅), who showed support for the artist in school uniforms, were arranged by Durian to spice up the online buzz further. Furthermore, Kwong and Youtuber GE@JFFT treated the audience to three captivating performances: "少理阿爸" conveying the importance of planned parenthood; "Silent Night" a festive carol; and "MR. ONE" promoting Durex 001.

The event was covered live by local media company Channel C HK, while iamkingjer - 瓊姐娛樂台, 娛壹as1.entertainment, and @jojo__wu shared the highlights on Instagram. To further reinforce brand recall, Durex 001 escalator crown ads were strategically placed in Mongkok MTR station.

Following the busking event, Durian has curated a tailored "聖誕薄禮" box set, featuring the Durex 001, alongside a whisky glass for festive parties. This exclusive box set will be sent to prominent KOLs, including @fatjer_(廢青男女), JFFT, and comeonjames1 (沾史人類觀察), who will creatively promote the idea of gifting Durex 001 this Christmas to their respective audiences.

Through their unique approaches, these KOLs will amplify the campaign's message and further establish Durex 001 as the ultimate Christmas gift.

Nico Shum, marketing manager of Reckitt Hong Kong, said: "Like many FMCG brands, amplifying brand relevancy with the new generation is the key to success nowadays. We are delighted to partner with Durian on this innovative concept that fully capitalises on the current buzz surrounding a widely-discussed celebrity and the immensely popular on-street busking phenomenon. This strategic approach signifies our commitment to engaging our consumers with a fresh and captivating approach for the new generation."

Chungtsz, founder and creative partner of Durian, said: "We have developed a long-term plan to transform the perception of Durex 001 from a personal item to a thoughtful present for friends during Christmas parties. Choosing a Christmas gift with a typical budget limit of around HK$100-200 has always been a headache for most of the Hong Kong people. Hence, Durex 001 would be a funny and practical choice of gift."

Don't miss: Durex and 8FIVE2 partner up to promote sex positivity through skateboarding

Back in September, Durex partnered with Hong Kong skateboard brand 8FIVE2 for the first time to promote sex positivity among youths through the concept of skateboarding.

Spanning across September and October, the campaign not only aimed to target adrenaline-seeking fashionista youth, but also hoped to arouse the attention of all HongKongers who look forward to enhancing their intimate relationship.

The campaign kicked off with the 10th GAME OF L.E.D.G.E competition held on 9 September 2023, where 16 skaters gathered at the public space of #Urban Park of Hysan Place to showcase their best moves on the ledge inspired by Durex’s new product – the Durex 001 ULTRA LUBE condom.

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