In a local execution that's part of a wider effort, Durex invited Tang, a famous local illustrator, to decorate special-edition packaging with her signature characters. The brand has also transformed a bus shelter in shopping hotspot Causeway Bay into a photo-booth where passers-by can take a photo and upload to Facebook to show support for World AIDS Day.
The number shown atop the shelter represents sales volume, as Durex donates a fixed amount to the AIDS fund per item sold.
Frankie Li, marketing manager, healthcare Hong Kong/Taiwan, for Durex brand owner Reckitt-Benckiser Hong Kong, told Campaign Asia-Pacific that the bus shelter gives people a chance to support safe sex and spread the AIDS prevention message.
The packaging design represents the first time the brand has worked with a local designer. "Tang is an influential local designer, very popular with teenagers, who could help us to call for action, as teengers in Hong Kong are having sex at a young age," Li said.
Tang has created a chubby, baby-like 'AIDS warrior' for the limited-edition packaging, which is available in retail stores including Mannings, Watsons and 7-Eleven.
