Media Marketing The Work
Staff Reporters
Jan 7, 2013

CASE STUDY: How Durex improved relevance to youth ahead of first sexual experience

Reckitt Benckiser China wanted to improve Durex's relevance among young people, who knew the brand name but perhaps not the product benefits, and may not have viewed it as a youthful brand.

The campaign was concentrated online

Please sign in or register

Access limited free articles a month after free, fast registration.

Existing users sign in here

Or
Register Now
Forgotten Password?

Having trouble signing in?

Contact Customer Support at
[email protected]
or call+852 3175 1913

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Chinese media rebate corruption probe widens across agencies

1 Chinese media rebate corruption probe widens across agencies

Labubu, the art toy craze and why grown-ups can’t get enough

2 Labubu, the art toy craze and why grown-ups can’t get enough

Mars to switch $1.7 billion media account out of WPP

3 Mars to switch $1.7 billion media account out of WPP

Southeast’s Asia’s top 50 brands 2025

4 Southeast’s Asia’s top 50 brands 2025

PR Awards Asia-Pacific 2025: Winners announced

5 PR Awards Asia-Pacific 2025: Winners announced

Inside Somersby’s ‘no-nonsense’ brand positioning with K-pop’s Yeonjun

6 Inside Somersby’s ‘no-nonsense’ brand positioning with K-pop’s Yeonjun

What headwinds? Why Jane Lin-Baden doesn’t fear tariffs, competitors, overextension or the commoditisation of creativity

7 What headwinds? Why Jane Lin-Baden doesn’t fear tariffs, competitors, overextension or the commoditisation of creativity

Did the strategic planner just kill the advertising agency?

8 Did the strategic planner just kill the advertising agency?

APAC Power List 2025: The region's most powerful brand leaders

9 APAC Power List 2025: The region's most powerful brand leaders

Meta's AI advertising takeover: Will it reshape APAC’s diverse ad ecosystem?

10 Meta's AI advertising takeover: Will it reshape APAC’s diverse ad ecosystem?

Related Articles

How 6-year-olds in a Guangxi kindergarten re-interpreted Chevrolet's logo
Aug 14, 2018
Jenny Chan 陳詠欣

How 6-year-olds in a Guangxi kindergarten re-interpr...

Women to Watch Greater China 2024: Paloma Ho, Omnicom Media Group
Mar 20, 2024
Staff Reporters

Women to Watch Greater China 2024: Paloma Ho, ...

WeChat capitalising on e-commerce, but missing mark on video ads
Feb 20, 2019
Staff Reporters

WeChat capitalising on e-commerce, but missing mark ...

Eric Chia hired as Digitas’ first ECD of design
Oct 23, 2023
Beau Jackson

Eric Chia hired as Digitas’ first ECD of design

Just Published

Telstra, Bear Meets Eagle On Fire and +61 land Cannes Lions Film Craft Grand Prix
18 hours ago
Gurjit Degun

Telstra, Bear Meets Eagle On Fire and +61 land ...

The brand took home five Film Craft awards in total.

Campaign's Agency of the Year 2025 opens for entries
19 hours ago
Staff Reporters

Campaign's Agency of the Year 2025 opens for entries

Now in its 32nd year, AOY has added two new AI-related categories as it recognises exceptional leadership, agencies, brands, and work across local, regional, and global markets.

Cannes Lions 2025: See all of the Grand Prix winning work this year
19 hours ago
Staff Reporters

Cannes Lions 2025: See all of the Grand Prix ...

Bookmark this page to watch all of the standout Grand Prix winners from the 72nd Cannes Lions Festival.

Reddit launches two AI advertising tools to usher in new era of community marketing
20 hours ago
Matthew Keegan

Reddit launches two AI advertising tools to usher ...

Unveiled at Cannes Lions 2025, Reddit’s AI-powered tools are designed to help brands tap into the power of community conversations and real-time insights.