VaynerMedia wins Reckitt’s wellness brands $100m account
VaynerMedia has emerged as the worldwide artistic and social enterprise agency for Reckitt’s intimate wellness division under which we have the Durex, Queen V and KY brands.
In a keenly contested pitch involving a six-month evaluation led by guide R3, the choice was made following different businesses concerned within the pitch embrace Mom and Havas, the latter of which beforehand held the account.
The manufacturers spend $100 million, in keeping with an individual near the state of affairs, who stated the corporate was looking for a company with robust social expertise given the necessary position social media performs within the class.
Throughout the pandemic, Durex inspired customers to vary informal attitudes towards condom use and turn out to be extra accountable with a marketing campaign themed “Let’s not go back to normal.” In Could, the store broke a spot for Durex’s branded lube that tells “the uncomfortable reality” about intercourse, displaying scenes of a girl masturbating whereas speaking to her cat and {couples} having intercourse in a bathe and a tent. The copy is refreshingly trustworthy with strains resembling “all ladies can get naturally drier,” “generally intercourse can really feel a bit ‘meh’” and “intercourse with condoms can really feel a bit ‘oof.’”
In 2020, Reckitt, which is the No. 36 international advertiser, spent $2.5 billion on “model fairness funding,”
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