PPR

Bringing Some Spark to Valentine’s Day with Durex

Challenge
Break down the tired clichés associated with Valentine’s Day and ensure Durex is seen as the enabler of intimacy and real connection – not just associated with a casual hook up.
Community Insight
Almost everyone is in a relationship whether new, or long-term or potential.
Solution
To highlight the balance between chemistry and commitment, PPR designed bonafide‘test tube’ media kits with the tag line “It’s all about the chemistry”. Delivered to targeted media and influencers the day prior to Valentine’s, when opened, the box gently unfolded to reveal its contents with a cloud of dry-ice creating a dramatic and Insta-worthy effect. To support this, PPR engaged popular radio hosts across NZ to post a series of Instastories featuring the box opening and product reveal.
Outcome
By creative an effective ‘surprise and delight’ moment, PPR generated 230k potential impressions through the influencer engagement program.