Bronze — Durex — PHD Germany
iIn an effort to strengthen its position among German teens, Durex Condoms developed a series of innovative marketing solutions including the introduction of decorative and reusable tin condom cases that resemble candy containers known as “Love Boxes.” In doing so, Durex sought to lessen any feelings of shame or taboo that may have previously discouraged teens from purchasing condoms. By partnering Durex “Love Box”condoms with VIVA’s TV show, “Virgin Diaries,” a clear connective integration between the exciting topic of a teenager’s “first time” and the effective Durex method of contraception was guaranteed. In addition, Durex launched its brand profile on the German-based SchülerVZ social network. As the first contraceptive brand to do so, Durex was uniquely able to provide additional information, advertising and a forum for discussion among its target group in its most natural setting. Durex’s awareness among German teens jumped to 81%.