S I T I
Durex
Project Overview
Durex Rebranding Advertising Group Project
Time:Feb 10th - May 15th 2024
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Durex
research
who are we and what we propose?
Durability
Reliability
Excellence
Durex has adopted a new positioning more on emotional aspects than functional aspects. For that, Durex has implemented all its strategy on the idea of love and sex. The “Love Sex Durex” tagline replaced the “Feeling is Everything” tagline. Thus, Durex can produce love, trust and sensuality
Competitive
Analysis
What are our opponents doing?
Brand
Strategy
Objective
What are our Idea keywords?
Enhance Brand Trust
“Strengthen consumer perceptions of Durex by delivering high-quality products, as reliable as always.”
Foster Brand Loyalty
“Cultivate a loyal customer base that values and trusts Durex products for their safe practice needs by offering exceptional product performance.”
Promote Women’s Empowerment
“Highlight our dedication to safety, reassurance, and empowerment.
Promote women to take the lead and achieve equality, eliminate social stigmas through education and advocacy.”
Expand Emotional Confidence
“By prioritizing emotional well-being, we strive to craft products and experiences that instill confidence, nurture healthy connections, and elevate satisfaction within intimate moments.”
Target
Audience
Who are our audience?
Confident consumers seeking top sexual performance
(21-35 years old)
Young teenager seeking a safe sexual behavior
(16-20 years old)
Passionate for life
Positive mind
Pursue for a well-being lifestyle
Sweet Spot
What is our deep insight?
Brand Tone
What is our attitude?
Our strategy is to leverage these characteristics by integrating them into the outdoor adventure activities. Through our messaging, we aim to instill confidence in individuals to explore their desires, empowering them to make informed choices for their sexual health and satisfaction.
Creative
Concepts
How do we get to the future state?
To spread our message and empower women's role in sexuality, we're excited to introduce fresh content to our social media platforms. By showcasing bold and adventurous female perspectives, we aim to convey that women have the power to pursue their desires fearlessly – just as they take control in their sexual lives – with Durex always there to support them. Let's inspire women to embrace their passion and seize the joy they deserve.
Social Media
Story Board
