Durex
Elevating Intimacy and Sales Through a Sampling Campaign
CHALLENGE
Durex, a renowned brand under Reckitt Benckiser, approached us with a unique challenge. They were on the brink of introducing a groundbreaking product line called Dual Pleasure condoms. These condoms were meticulously designed to cater to couples in relationships, aligning the pleasure of both partners under the slogan "Enhancing Pleasure." Durex's research and data analysis had identified a gap in the market for a product that could deliver this unique experience. Their challenge was to introduce Dual Pleasure and garner interest from the target audience.
SOLUTION
Our solution was tailored to align with Durex's specific objectives. We conceived an offline brand sampling campaign that strategically unfolded over a six-week period. A dedicated team of brand promoters was deployed to target entertainment hubs and popular areas in Bangkok frequented by couples. Armed with Durex Dual Pleasure condoms, these brand promoters engaged with couples, educating them about the product's unique features and benefits.
Over the course of the campaign, a staggering 25,000 Durex Dual Pleasure condoms were distributed to couples, allowing them to experience the product firsthand.
The Result
The outcomes of our campaign were nothing short of remarkable. Months after the sampling campaign, Durex experienced a significant surge in sales, solidifying Dual Pleasure as a leading product line in their portfolio throughout Thailand.
This case study exemplifies the power of strategic sampling campaigns in introducing innovative products to the market and driving tangible results. Durex Dual Pleasure successfully transformed from an idea into a sought-after product, elevating intimacy and pleasure for couples while achieving impressive sales figures.
