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By Amit Bapna, Editor-at-large

April 28, 2022 | 2 min read

With consumers opting for quick, fuss-free purchase and delivery experiences across every category, it’s no surprise that Reckitt-owned Durex is now looking to make the condom buying experience even smoother, partnering with food and grocery delivery platform Pandamart in Singapore.

Reckitt’s marketing director for Malaysia, Singapore and Vietnam, Tiffany Tang, tells The Drum: “We aim to reduce interrupted moments with fast and discreet delivery, whenever and wherever the occasion.”

She adds: “This new delivery service option also helps consumers eliminate the barriers of purchasing a condom, including the embarrassment of buying one in public, the lack of a nearby location for purchase or the difficulty of bringing up the subject of safe sex.”

In just a few taps, consumers can now purchase condoms or lubricants that will arrive discreetly packaged and delivered in a target delivery time of 25 minutes.

Durex has been working on challenging conventions in the category and encouraging people to start talking about sex via a host of initiatives and launches.

To promote the delivery option, Durex has launched an ad by AKA Asia, its creative content agency in Singapore and Malaysia. ’Uninterrupted Moments’ looks to reinforce Durex’s larger ambition in Singapore, says AKA Asia managing partner Julia Wei – to normalize positive conversations around safe sex rather than shying away from them.

Employing humor while making an important point on the subject of female empowerment around decisions on safe sex, the film challenges traditional gender expectations.

Wei says: “More than showcasing the new quick and seamless delivery service, our story challenged gender stereotypes around initiating sex and the purchasing of condoms.”

With this campaign, the sexual wellbeing brand hopes to inspire Singaporeans to have important conversations around safe sex, adds Durex’s Tang.

Brand Strategy Durex Marketing

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