Durexperiment – Fundawear

Background

In Australia Durex were a distant 2nd behind category leader Ansell, who had secured market dominance and consumer loyalty. Durex possessed a competitive advantage in the form of an innovative product line, so a campaign was built around this innovative truth in order to raise brand awareness. Additionally, those who knew Durex associated the brand with safety rather than fun so the aim was to highlight the brands playfulness.