BEING A MARKET LEADER IS MEANINGFUL ONLY WHEN CONDOMS GAIN BROADER ACCEPTANCE.

Durex holds a significant market share (52.7%) in Saudi Arabia, despite being twice as costly as competitors. Being a market leader in a static category was no victory. Durex aimed for a meaningful category growth by breaking societal taboos, and advocating for safe sex, especially for the youth.

OUR BRIEF: GROW THE CATEGORY WHILE ESTABLISHING AN EMOTIONAL BOND WITH THE YOUTH OF SAUDI ARABIA.

There is a need for product usage since 72% of Saudi youth is sexually active, however, cultural taboos and scarce sex education shroud contraceptives with darkness in Saudi Arabia, overshadowing their role in sexual health and family planning.

OUR OBJECTIVES: INCREASE VOLUME SELLOUT BY 3%, INCREASE DUREX MARKET SHARE BY +120bps AND ACHIEVE 20M IN TOTAL CAMPAIGN REACH FOR DUREX RECORDS.

BREAKTHROUGH: LEVERAGE HIP HOP TO ELEVATE DUREX'S CULTURAL RELEVANCE, EMPOWERING SAUDI YOUTH TO UNCHAIN THEIR FULL SELF-EXPRESSION.

THE CREATIVE IDEA:

A music and content hub empowering Saudi youth to delve into their sexuality and self-expression, allowing the brand to transcend the sexual sphere, reshaping its KSA narrative.

TO ENSURE UNASSAILABLE CREDIBILITY, DUREX STRATEGICALLY ALIGNED WITH THE VOICE OF YOUTHFUL AUTHENTICITY: VICE ARABIA.

A partnership was needed to bridge the restrictions gap. VICE Arabia, a media company with one of the largest footprints in KSA (14MM monthly unique users, 80% between 16-34) that enlightens the youth with forward-thinking topics: mental health, sexual wellness, relationships and culture.

AND A COLLABORATION WITH THE LEADING STREAMING SERVICE, ANGHAMI.

Durex Records ventured into the untamed realm of original song creation. The brand understood that the pinnacle of self-expression comes when one's voice is unfiltered and unguided by existing compositions.

THE OPEN AND CURIOUS SAUDI YOUTH

The audience comprises males and females between 18-34 in Saudi Arabia who are sexually active. This is over 72% of the 18-34 population. Within the parameters of the Saudi Arabian society, the Durex audience is composed of those who describe themselves as open-minded (34% of the population, vs 8% who describe themselves as close-minded) and curious (20% of the population). They see themselves as out-of-the-box thinkers (62%) and are not afraid of change (51%).

MEDIA INVESTMENT & PLANNING

Total media spend was 250K USD and was distributed across META, YouTube and Snapchat and split between UM MENA and VICE. VICE’s strategy consisted of a mix of video formats across VICE Arabia website and socials; while giving Reckitt’s media agency YouTube’s budget to run from their end.

VIDEO & AUDIO CONTENT (6 months):

VIBRANT MUSIC VIDEOS & PERFORMANCES (YouTube):

Originally housed in secluded studios, Durex Records took a transformative step to relocate its performances to public spaces alive with the unique vibrancy of local culture.

UNIQUELY ORIGINAL SONGS PRODUCED BY ANGHAMI (Streaming):

Durex Records ventured into the untamed realm of original song creation. The brand understood that the pinnacle of self-expression comes when one's voice is unfiltered and unguided by existing compositions.

A RETURNING EXPERIENTIAL EVENT (Physical):

As a testament to its burgeoning influence, Durex Records hosted its second physical event, consecutively making it a ritualistic gathering point.

SOCIAL MEDIA & EDITORIAL AMPLIFICATION (VICE/META):

Additional snackable content was created to amplify the message of the platform, and included cutdowns, the unique formats of rapid-fire, making of, and sample sandwich which invited audiences to participate with sounds of cultural relevance to be added to the tracks.

CORE BUSINESS RESULTS:

Durex increased its volume sellout by 8% in Saudi Arabia.

Durex gained +184bps in market share vs YTD2022 in Saudi Arabia.

The platform achieved 25M in total reach (+4M vs 2022).

ADDITIONAL BRAND & EQUITY RESULTS:

7% unaided awareness.

41% aided awareness vs. norms of 37% / 53%: 18-24 yrs.

43% correct brand linkage vs. norms of 40% / 51%: 18-24 yrs.

72% platform likability vs. norms of 50% / 76%: 18-24 yrs.

+5pts lift on action intent.

+3% absolute lift on brand awareness.

EARNED & OWNED MEDIA RESULTS:

14M views in KSA.

Record breaking VTR of 48% for the 18-25 demographic.

230K streams on Anghami.

A trending song in the “Top of Saudi Charts” on Anghami landing in the #5 spot (BLVXB - BLAK ALIEN).

Earned media value of USD 75K.

+22K increase in followers on the regional Durex Instagram page (@ DurexMe)