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On the white Valentine's Day just past, Durex’s new AiR Air Jackets sparked unprecedented discussions and onlookers on the Bilibili website, Weibo, WeChat and other social media. Durex, the world-famous gender health brand, provided a free-playing platform for consumers with a three-hour teaser trailer. It enabled users to encourage users to participate and realized a carnival created jointly by the brand and consumers.
The climax of the marketing activities, heroes is Durex's customized packaging!
Durex launched the user-customized packaging, first of all to "constellation story" as the theme. This is not only the world's first custom concept packaging that helps couples deliver their emotions in a unique way, but it is also a joint invitation from Durex to consumers.
Also based on the deep capture of the core pleasures of consumers, Durex was able to repackage and define commercial products. Following the popular culture of “Bullet Replacementâ€, Durex accurately captured the Chinese people’s identity and infatuation with the constellation, allowing consumers to match their constellations with their partners through their favorite color combinations and design styles. A unique condom package reveals its true feelings to the lover.
Consumers can log in to the Durex Customization Program e-Commerce website to select different color combinations and designs to match their personal love stories, and they can also choose “Couple Constellation Collocations†with different constellation patterns and color combinations to highlight the couple’s Unique personality and intimacy.
For this concept, Ben Wilson, Director of China Marketing at Regent Group, explained: “Every couple have their own personal stories and ways of expressing love, and Durex’s packaging can be theirs Private love letters.†Ben Wilson added that after the official release of the “Constellation Story†custom packaging, Durex plans to introduce more custom theme packaging concepts that will connect hot topics in consumer life with other trends. He said: "Whether you are hot, jealous or romantic, Durex will use custom packaging to reveal the emotions you most want to express to your loved ones."
Following Coca-Cola's introduction of personalized packaging for each bottle, this is a time when internationally renowned brand companies have once again chosen to roll out personalized packaging on a large scale.
What amateurs are watching, as a packaging company, what do we look at? Variable data printing is getting into our lives more and more. Can we achieve digital printing with variable data printing. How far is it from our industry?