Usually for condom market communication in Taiwan, all the players tend to use all sorts of sex signals to appeal the consumers and to build strong to linkage between sex and their products. But consumers are fed up with such sexual approach, it’s intended to be “safe” rather than “sexy,” it’s more about the deeper emotional connection rather than the shallow physical contact.

We also learned that Taiwanese consumers prefer to receive serious or sensitive messages via more humorous ways, hence sudden rise of cartoonists become popular in Taiwan illustrating their works through social media, hence our approach was to communicate deeper emotional message, through a less revealing way, and adding sense of humour to illustrate key product features.

Communication is an art, but it no longer is just about being clear on the messages, but also how to make consumers enjoy receiving the message.

These set of creatives aren’t just about Durex’s product features, they are more of daily encounters during our pathway to “love,” by adding little twists in every message, viewers no longer getting key messages, but also able to resonate with their daily encounters.