DUREX — WORLD PRIDE DAY
STORE TAKEOVER
POINT OF SALE SUITE
OWN YOUR WAY!
Durex partnered with World Pride for Mardi Gras 2023, taking over key stores for an activation during Pride month. In support of this, Semcom transformed the retail environment with the 'Own Your Way' campaign, a vibrant and bold activation that celebrated individuality and self-expression.
CLIENT:
Reckitt Benckiser
CATEGORY:
Health and Beauty
RETAILER:
Priceline Pharmacy, Coles Supermarkets, IGA
SERVICES:
Creative design • Industrial design • Production • Fulfilment
DELIVERABLES:
Parade float floor display • Standee • Aisle archway
Security sleeve • Jumbo dummy boxes • Telescopic entry archway • Condom streamers • Off-location point-of-sale items
CHALLENGE
To translate the vibrancy and cultural significance of Mardi Gras into a retail environment required a balance of creativity and practicality. The activation needed to be scaled across multiple locations, and tailored to individual retailer specifications, whilst delivering impact, engagement and a seamless in-store experience.
SOLUTION
Semcom’s highly visual activation - featuring glitter finishes, adaptable telescopic archways, and double-sided floor bins inspired by parade floats - was designed to drive social media engagement and extend the in-store experience into the digital space, amplifying overall reach. The scalable, high-impact kits ensured consistent execution across multiple retailers, further expanding visibility and deepening consumer engagement.
RESULTS
The results were remarkable, with the campaign delivering a strong uplift in overall category sales while significantly increasing shopper engagement and in-store interactions. It also drove meaningful gains in brand awareness, media recall, and campaign recognition. As a result, Semcom was delighted to receive both a Gold Shop! Award and the prestigious Pinnacle Award (Best in Show) at the 2023 Shop! Awards.
+64%
CONDOM SALES^
+161%
LUBRICANT SALES^
7.6%
+3.7PPS
CAMPAIGN ASSOCIATION*
31.3%
+2.2PPS
BRAND ASSOCIATION*
^vs previous year | *vs benchmark
