Durex / Premier


Targeting 16 to 25-year-olds, the international campaign reinforced the Durex brand and condom range at the centre of the safe sex conversation surrounding the global fight to combat HIV and AIDS. Perfect timing and co-ordination of key phases using strict embargoes delivered unprecedented success for Durex. The campaign unified global youth communities behind the brand’s positive position towards sexual health, and the #CondomEmoji received widespread coverage from publications in more than 70 countries. It also led to #CondomEmoji trending on Twitter at points throughout 2016, with the Eggplant Condom hoax proving to be a particularly effective media highlight. Global Senior Brand Manager at Durex, Shane Kerr said: “We are delighted that the #CondomEmoji campaign struck a chord with so many people around the world.”

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