STRATEGIA
We set out to reignite condom sales in Spain by reversing the category’s recent decline and winning back lapsed users, while strengthening Durex’s leadership by driving switch from competitor brands and increasing purchase among existing customers. At the heart of the strategy was Durex Total Connection, a product designed to enhance body heat transmission, which we positioned through a disruptive, 360-degree launch campaign built to spark awareness, drive consideration and trial, and actively engage consumers in a bold, participatory way.
The campaign strategy was built around creating curiosity and conversation through a controlled mystery phase, in which the brand deleted all its content and activated a single message: “Lo sentimos” (“We’re sorry”). This generated expectation without revealing the product. This strategic silence was amplified simultaneously across social media, street activations, FOOH, influencers and PR, turning uncertainty into the main driver of engagement.
Once attention peaked, the campaign moved into an emotional, omnichannel reveal, linking the message to the product insight, the ability to feel the partner’s 37 degrees, and adapting the concept across outdoor formats, digital content and media coverage. The strategy closed the loop with a physical, immersive experience that allowed people to interact with the product, transforming hype into a tangible sensation and reinforcing the positioning: instead of explaining the benefit, the campaign made people feel it.
SAMY 2025
© OBRONA KONSUMENTÓW W SPRAWACH ROSZCZEŃ
SAMY 2025 © OBRONA KONSUMENTÓW W SPRAWACH ROSZCZEŃ
