Online retail consultancy Summit designed and delivered the campaign, which saw Durex ‘launch’ faux Sunday roast, fish and chips and tikka masala flavoured condoms on April Fools’ Day.
The team created a range of assets to support the campaign – including product images, a blog post on how to give a blowjob using flavoured condoms and a press release.
Summit used Cision’s services to create the seeding list to gain the attention of high-profile journalists, garnering coverage on high-profile social media accounts including The Drum, The Poke and Creativepool.
The product range was also recreated as a meme and shared across social media, gaining interest from online influencers and celebrities such as Ellie Young from ITV’s Ibiza Weekender.
“Creativity and a touch of mischief proved a catalyst for success for Summit and Durex,” said the award’s judges. “Combining tongue-in-cheek creative with a genuinely unique and innovative approach to content marketing saw the campaign well exceed expectations.”
Imteaz Ahamed, global digital sales manager at Durex’s parent company, Reckitt Benckiser, added: “Through working with RB over the past four years, Summit has come to understand the needs and drive of our brand and how to effectively reach our target across the globe.”
He continued: “This year’s campaign was innovative, musing and most importantly delivered results in an impressive way speaking directly to our consumer base.”