The new “Love box” Durex packaging is a tin box with eight different fashion-inspired graphic , ranging from blue and white polka dots (for the 'innocent' types, the brand says) to animal prints (for those who prefer a ‘wild and mischievous’ flavour').
PHD Hong Kong, has been the long-term media agency on the Durex account in Hong Kong.
Rex Tang, the agency’s manager, explained that conventional condom packaging was usually based around the paper box, with lots of functional information about usage and product features on it.
"Although condom users are men, from teenagers to elderly, our core target audience are young adult guys who may feel embarrassed when they buy condoms at the cashiers in convenient stores and supermarkets alike," he said.
The new ad campaign, including print and online elements, kicks off today in conjunction with International World Aids Day, and in time for the Christmas party season. It includes advertorials in trendy youth-oriented magazines like Milk Magazine, as well as unusual banner ads in discussion forums such as Uwants.com and MSN.
Durex's key competitor in Hong Kong market is the Japanese condom brand Okamoto, which is currently also marketing aggressively in the terrritory. Its current campaign uses Chinese film and TV celebrity Peter Ho as the brand's first Asia-Pacific brand ambassador.
Reported last November, Reckitt Benckiser has moved its global ad duties for its newest brands, Durex and Scholl, to its lead agency Euro RSCG Worldwide, following the acquisition of SSL.