Durex's Advertising Strategy

The Analysis of Durex’s "毛兔" (the Rabbit) Advertising.

Brand Positioning:

Durex want to position the brand as a leader in the industry which is funny, playful, technology-innovated and always put the consumer's using experience as the priority.

Target Consumer:

May be teenagers and couples who consider using condoms as a reliable method of birth control but still want to pursue a better sex experience at the same time. Also, the ad would try to attract female customers by its cute rabbit character.

Creative Strategy:

The advertisement is created with the concept of “毛兔”(Angora Rabbit), in the printed version, we can see there is a doll-like rabbit in the picture, playing a role as a theme character of this campaign, with the line of"心思思想毛兔?"( literally meaning: Wanna play without condoms?).

The key strategy of this advertising campaign is using homophone, which is a very common technique of advertising in Hong Kong. The ad technically expresses the meaning of "無套"(without condoms) with "毛兔"(angora rabbit) which sounds exactly the same but have a completely different meaning.

When conducting the advertising campaign, there are three steps for Durex to create this ad from my point of view.

Firstly, to change consumer’s perception of thinness of condoms. There are many condom brands in the market who claimed that their product are the thinnest, most of them would try to persuade the consumer with an exact number of the thinnest, say 1mm, etc. Durex, however, try to convince the consumer with the user’s experience: you would feel as if you haven’t worn a condom. It is more direct, and from the first sight of user experience, people get to know the feeling and are more eager to try.

Secondly, change the expression of the concept. Since the concept of the advertisement is to help people develop an idea that: when using Durex, you would feel as if you haven’t worn a condom. Nevertheless, this is an awkward concept which would not be suitable to be...