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Malaysia


F-3A-3,
Encorp Strand Garden Office,
No. 12, Jalan PJU 5/1, Kota Damansara,
47810 Petaling Jaya, Selangor

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Singapore


601 Macpherson Road,
#05-10 Grantral Complex,
Singapore 368242.


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Main Idea:

Actstitude has partnered with Durex on its annual April Fools’ pranks for years, helping create viral buzz across social media and digital publishers.

Challenge:

The key challenge in crafting Durex’s April Fools campaigns is navigating the brand’s PG18 nature. Meta’s ad policies often restrict such content, limiting paid reach. Plus, Durex’s provocative tone requires a careful balance between cheeky humor and cultural sensitivity to avoid backlash, a constant creative and strategy formula.

Strategy:

To navigate these challenges, we focus on relatable, conversation-speaking ideas over shock value. By tapping into local culture and trends, we create content that resonates while staying within platform guidelines, reducing risk and driving organic buzz through shares, comments and earned media.

Execution:

We brought the strategy to life with the Durex Mala Hotpot condom, a playful idea inspired by the trending mala craze. In partnership with bold-flavoured snack brand, The Golden Duck.

Results:

19,900 clicks, 
4,200,000 estimated reach,
1,020,500 engagement / 1 day event

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