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The Drum

Will Durex’s rebranded packaging help solve its biggest challenge?

Durex rebrands its packaging

Durex, the leading condom brand from Reckitt, recently announced its rebranded packaging for the Singapore market. The Drum spoke to Durex Singapore marketing director Justin Lee about how this refresh will reinvigorate its marketing.

The new packaging includes new labels, colours and designs of the range as well as new navigation icons to help shoppers make a better choice. As a part of the month-long campaign, the condom brand will also be making its fit guide available on Shopee’s Durex official store.

Having started in the UK, the rebranding is being rolled out gradually to countries worldwide and is now available in Singapore, informs Justin Lee, marketing director of Reckitt Singapore in an exclusive chat with The Drum. He elaborates on how with the new packaging, the brand hopes to find a solution to its biggest challenge: “of debunking reasons for not wearing a condom and normalizing this habit amongst the consumers.”

The rebranding is part of Durex’s year-long initiative in Singapore, asking the nation ‘Let’s not go back to normal, Let’s start talking about sex’, shares Lee. With the new packaging, "we’re empowering consumers to take action and spark conversations towards a safer, healthier and more satisfying sex life where reasons for not wearing a condom become a thing of the past", he adds.

The key category challenge being faced

The category is facing a challenge when it comes to having condom usage as top of mind in every Singaporean, says Lee. Thus the campaign around ‘Let’s not go back to normal, let’s start talking about sex’ narrative is relevant as it seeks to empower consumers to take action and spark conversations towards a safer, healthier and more satisfying sex life where reasons for not wearing a condom become a thing of the past, he adds.

The changes post the rebranded packaging

Durex has rebranded its packaging, featuring fresh labels, colours and designs, and a new orientation across the entire range of 15 variants.

Some key highlights of our new packaging, as per Lee, include the inclusion of intuitive symbols on the packaging that represents thickness, girth, lubrication and texture, help shoppers choose the right condom because when it fits right, it feels right. There is also a new orientation standard and foil finish with all products facing the same way in the pack. The new packaging also comes with four tearable corners, compared to two previously, reducing the odds of fumbled usage of the product.

The problem and the solution

"Our biggest challenge is debunking reasons for not wearing a condom and normalizing this habit amongst the consumers," shares Lee. With the relaunch of the new packaging, we hope that all reasons to not wear a condom will be a thing of the past, he adds.

“The new packaging not only eases navigation for consumers to find their perfect fit for more pleasure but also helps to reduce interrupting moments for less pressure in the bedroom.”

The creative brief to the agency

The creative brief was to launch and drive awareness around the rebranding of Durex’s new packaging, while tying back to our wider, localised narrative of ‘Let’s Not Go Back to Normal, Let’s Start Talking About Sex’, to encourage conversations and actions towards safe sex.

Media plan beyond the TV commercial

The campaign includes a four-part video series, ‘We Need to Talk’, which follows a young couple seeking advice from their families and friends on how they can best prepare for their first time. The idea is to help the customers find the right words to talk about safe sex. Besides, content is being rolled out on the brand’s social media pages showcasing the new intuitive symbols to help shoppers choose the right product offering.

The films:

Hey bro, can we talk (about sex)!

Hey dad, can we talk?

Ah girl, can we talk?

Hey baby, can we talk?