Planning and Execution KITCHEN helped create a TVC tag-on to deliver the mood and feeling of having a close-to-condom-free experience. To introduce the new-generation Durex Air, we introduced a water element to symbolize the key product feature so that customers could easily understand the benefit.
Because customers are often confused about product features and cannot easily recognize them simply by looking at product packaging, we needed a way to differentiate Durex’s “Feeling” range of products.
Planning and Execution KITCHEN created a saying to differentiate product features and benefits with “reduplication” – in Cantonese 港式疊字 – to deliver the key message that “Durex’s ‘Feeling’ range has a product to fit my needs.” We also tried to strengthen the connection between the brand and our customers with a catchy, slightly naughty, tone. The goal was for consumers to remember the difference between the five products so they could make the right choice for themselves.