China Marketing: Durex

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While this wasn’t part of a marketing campaign for the brand, some really clever creatives couldn’t have done better copy in the right context for Chinese New Year. “出入平安” is a proverb that’s usually hung outside the door which is a blessing of enter and leave safely – which applied in this context on a hongbao (red packet) while auspicious greetings are exchanged over Chinese New Year – hits the message home and fits its branded context. On the phone covers – the usual gate guardians often seen infront of a Chinese household

I wish they’d gone a little further and pitched the client so it’d be printed for Chinese New Year – it would have gone viral as a successful branding campaign, in a market where they’ve worked hard on penetrating – excuse the pun! This was an entry for a design competition held in 2013.


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Z Cool is a website that has user generated designs where super talented Chinese artists from all over and doing their spec ads and flexing lots of creativity in context.

Juliana Loh

Juliana is a freelance marketing communications strategist with more than a decade of experience in the field of advertising, journalism and luxury hospitality, with a focus on China and the Asia Pacific region.

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