Durex

The primary challenge was to create a campaign that would break through the saturated market, make a memorable impact, and convey Durex’s commitment to sexual health with a playful tone that aligns with the brand’s core values. The campaign had to balance humor and creativity without compromising the brand’s integrity or social responsibility.

Legion Brand Labs developed a campaign that pushed the boundaries of creativity and humor while staying true to Durex’s brand values. The campaign centered around a witty, provocative visual and textual concept: the headline, "How’s it Hangin’?" paired with an image of a slack clothesline between two wooden poles, subtly and humorously referencing the importance of condoms and their use. This clever metaphor, combined with a simple yet impactful visual representation, created a memorable connection between the brand and its message of safe sex. The campaign was launched across various media platforms, including billboards, print ads, and digital channels, maximizing reach and visibility. Legion ensured that the messaging was consistent and adaptable to different formats, enhancing its impact and recall among the target audience.

The "How’s it Hangin’?" campaign was a resounding success, garnering widespread attention and engagement from both consumers and industry peers. The humorous and bold approach not only generated buzz but also reinforced Durex's brand positioning as a market leader in sexual wellness. The campaign achieved significant brand recall, increased market share, and strengthened consumer perception of Durex as a brand that champions both fun and responsibility in the realm of sexual health. By daring to be different and strategically leveraging humor, Legion Brand Labs successfully helped Durex connect with its audience in a memorable and meaningful way, driving both brand affinity and business growth in South Africa.