Reckitt's Durex Love Series campaign wins Best Content Marketing – Bronze at the Asia Pacific Event Marketing Awards 2022

In the fog of the pandemic and social distancing restrictions, love and intimacy are becoming distant. Durex believes that “love is always and everywhere” and is the foundation of romance and relationships. To inspire lovers to get closer without limits, Durex launched a “Durex Love Series” campaign from mid-December 2020 to June 2021 with a love journey in four phases: LOVEcation, LOVEstation, LOVEparade and LOVEsignal.

The four phases of the campaign began with getting into the fun through the “LOVEcation Kit”, a customized staycation kit, followed by the “LOVEstation Pop-up Store”, a place for couples to express their love for each other on Valentine’s Day, “LOVEparade”, an online pride parade to embrace love and celebrate sexual diversity, and “Durex LOVEsignal”, a love advice video that strengthens lovers’ intimacy for 365 days. Through an integrated campaign involving well-known KOLs and illustrators, social media promotion, consumer interaction at the pop-up store in Causeway Bay and the launch of a limited edition thematic promotion kit, the “Durex Love Series” campaign successfully engaged young people and couples, positioned Durex as a “top of mind” brand for sexual wellness and intimacy, and encouraged the target audience to experience sexual wellness by enjoying the fun of love and sexual desire. Despite the downward trend in overall sales in the intimate wellness category, Durex recorded sales growth of up to double-digit percentages during the campaign period and increased its e-commerce sales compared to the same period last year. In addition, the average social reach and engagement on Durex social media platforms increased significantly during the campaign period compared to the same period in 2020. During this period, the average social reach more than doubled. The campaign was a notable milestone for Durex's leading position in the industry, demonstrated by both business growth and outstanding social performance.

“We are proud to receive the first regional award for the campaign at the Event Marketing Awards,” said Boudewijn Feith, Reckitt General Manager Hong Kong/Taiwan. “This is the third recognition for the outstanding 'Durex Love Series' campaign. Looking ahead, we will continue to strengthen Durex's leadership position in promoting intimate wellbeing and uphold our mission to protect, heal and care in the relentless pursuit of a cleaner, healthier world through creative and diverse marketing strategies with the best content.”

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About Reckitt

Reckitt* exists to protect, heal and care, in the relentless pursuit of a cleaner, healthier world. We believe that access to the highest quality hygiene, wellness and nutrition is a right, not a privilege.

Reckitt is the company behind some of the world's best known and trusted consumer brands in hygiene, health and nutrition, including Air Wick, Calgon, Cillit Bang, Clearasil, Dettol, Durex, Enfamil, Finish, Gaviscon, Harpic, Lysol, Mortein, Mucinex, Nurofen, Nutramigen, Strepsils, Vanish, Veet, Woolite and more.

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