Durex Pakistan’s latest campaign comes packed with humor, a theme the brand is synonymous with as they create awareness whilst tackling the taboo topic of intimacy in Pakistan. This exciting new campaign that had netizens engaged, sought to do so as they simultaneously informed the public of the launch of the new variant of contraceptives, Durex Invisible.
This fun campaign had viewers guessing for a week until they revealed what was being introduced.
In order to break the ice, the campaign adopted a strategy that worked like a charm with the general public. Social media posts with innuendos on Instagram and Facebook under the #RiddleMeThis hashtag proved to be a great form of interaction between the product and its consumer. With riddles along the lines of, ‘The armor your knight can’t feel’, users were left in fits of laughter and genuine curiosity, they even began tagging their friends on posts to help solve the riddle or view the comedic posts. What’s best is that Durex Pakistan ensured to keep their social media pages lively by posting daily riddles for us to crack and we can affirmatively say, we enjoyed it!
https://www.instagram.com/p/CgcMPKgIf6Q/
Following the riddles, the brand posted a story on its digital pages that read, “This story is no longer visible”, hinting at the answer without giving everything away. The campaign came to a close with the launch of a DVC which not only revealed the answer, Durex Invisible but communicated that it is the brand’s thinnest condom yet, by obviously using their comedic strategy; showcasing value proposition and functionality in a few short sentences.
The element of humor has been a tool for Durex to convey excellent communication of their products, regardless of it being a topic of discomfort in Pakistan. Yet, viewers were excited for this campaign to unfold as they eagerly waited for the answer. By educating the public in an unconventional manner through catchy slogans and various marketing tactics, there is definite hope to make a positive and impactful change in Pakistan as we witness trivial discussions that are beginning to happen, thanks to campaigns like this that get us thinking.
