Background

In China’s condom market, 001 (condoms with a thinness of 0.01mm) is the category standard for ultra-thin condom technology. After extensive safety testing, Durex finally launched a 001 line. However, this product benefit is not without consumer anxieties—‘breakability’ is a top concern among target audiences. As a global brand that champions safety and quality, Durex 001 is positioned as the ‘safest 001’ in the Chinese market. The Durex 001 packaging needed to visually embrace two seemingly disparate brand attributes—safety and ultra-thin. How can the Durex 001’s packaging design strengthen a visual connection to Durex’s safe brand image and concurrently distinguish a visual identity against competitors in the crowded 001 condom category?

Describe the creative idea (40% of vote)

Hide 001 in plain sight. By encapsulating the 1, the logo abstractly appears as 000, implying maximum closeness. Much like the Durex 001 condom itself, the 001 logo has a ‘barely-there’ quality. In maintaining graphical consistency with the outline of the iconic Durex brand logo, this repeated typographic motif conveys dependability, a key product attribute. Additionally, the black and gold colorway signals Durex 001’s high-end status on the spectrum of Durex product lines.

Describe the execution (40% of vote)

250-300g cardstock, anti-scratch matt film lamination, plastic. Production Run: 500,000 units Retail Price Per Unit: ¥130 (6 condoms per unit) Displayed on shelves at retail stores; Designed to contain six condoms per unit.

List the results (20% of vote)

Durex 001 disrupted the 001 condom market. By May 2021, just two months post-launch, Durex 001 claimed 28% market share. Product awareness increased by 80% and Durex’s brand influence increased by 15%.