Introducing Durian HK: The power of sharp words in advertising

In today's fast-paced world of advertising is entering the “skip ad era”, capturing the attention of consumers has become more challenging than ever before. In this context, Durian HK, a local award-winning advertising agency under The Bees Group based in the vibrant city of Hong Kong, wants to inject the DNA of “Durian” into the advertising market.

At Durian HK, we firmly believe in “sharp works start from the sharp words”. Just as the fruit itself is known for its polarising taste, our copywriting expertise is dedicated to evoking strong reactions and leaving a lasting impact on our audience. We understand that words have the potential to shape perceptions, change attitudes, and ultimately drive excellent work. It is with this belief that we craft captivating and compelling messages that resonate with consumers on a “Durian” level.

In today's fragmented media environment, standing out from the crowd has become more crucial than ever. As the media landscape evolves, we recognise the need for innovative and unconventional approaches to reach target audiences effectively. Durian HK prides itself on its ability to think outside the box and create campaigns that are unique, different, and memorable. We do not shy away from taking risks and challenging the status quo. Our team of creative minds thrive on pushing boundaries and delivering groundbreaking concepts that captivate and engage.

Who says sexual products cannot be premium?

The Durex of 001, Durex 001 has bagged the Best Idea in Experiential Marketing during MARKETING-INTERACTIVE's MARKies Awards Hong Kong 2023. 

While others see condoms as a sexual health product, we see Durex 001 as a luxury experience for the best. When it comes to the sensation, it can be rather psychological. That's why positioning an ultra-thin condom is all about the brand image.

While 001 is the thinnest, and the most premium condom on the market, Durex 001 is truly the best of the best, much like the Rolex of watches, the Lafite of wine, and the Rolls-Royces of racing cars, embodying a higher and luxury lifestyle.

This unique positioning gave birth to an idea The Durex of 001, Durex 001. To embed the concept of “The Durex of 001, Durex 001” into audiences’ daily life, the campaign is designed to deliver a holistic luxury lifestyle experience.

What's better than mums showing their adorable kids enjoying a low-sugar, non-heaty milk experience like a pro star?

Mead Johnson's A+ baby group is out and it has won the Best Use of Gamification in the Markies Awards Hong Kong 2023. As the local pop music scene is making a comeback with groups such as Mirror and Error, we discovered an interesting trend in celebrity culture.

Instead of the younger generation, most of the fan base is made up of mums. They were at the front row of every event and concert, showing their biggest support towards the music groups they love. Mead Johnson saw the potential in these millennial mums, and decided to turn this social behavior into Mead Johnson's new insight: Every mum will always be the number one fan of her own kid.

This article is sponsored by Durian HK.