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It's No Coincidence.

Thato Maseloa

Nov 9, 2023 — 2 min read

The Brand: DUREX

For more than 80 years, Durex has been sharing the lives of millions of men, women and couples worldwide. Today, Durex is the leader in the condom market and symbolises, according to the general opinion, a trustworthy brand that provides quality, well-being and pleasure to its users.

The Problem:

More and more young South Africans are having unprotected sex. As a result, more young people are falling pregnant and exposing themselves to the risk of STIs.

Brief in brief:

How can we create awareness about pregnancy rates rising among young people in South Africa and promote Durex as the number 1 condom brand?

Strategy:

Let’s find a way to link cultural references with the Durex brand.

Fortunately, as a brand, Durex leans itself towards tongue-in-cheek and playful use of language.

So, what do South Africans do best?

Braai!

Braai en naai.

We don’t need a reason to braai, but it’s always better when we have one. Mother’s Day, Christmas, Father’s Day, Halloween, Valentine’s, whatever the holiday, we’re here for it.

Interestingly, all the big holidays are separated by 9 months.

Coincidence?

Deliverables

Poster ads/Social media stories:

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