A Digital Case Study: Reckitt Benckiser, Durex
Durex, a brand owned by Reckitt Benckiser has joined forces with Sharp Iris to create and deliver personalised Durex products to consumers in China.
The idea of personalised packaging was presented by the Sharp Iris team to Reckitt Benckiser a number of months ago in the form of group workshops and concept development projects. The idea soon filtered through RB’s global business and the Durex team based in China were keen to progress personalisation in China.
Sharp Iris has a global network with key contacts based in Asia. The Sharp Iris team has worked in China to grow this network to enable the production of unique and personalised Durex packaging. The network is connected worldwide using Smartflow, Sharp Iris’ digital workflow system that enables the connection of front-end creation with back-end production and supply-chain management.
The Personalised Durex campaign is driven by social media promotions linked to an ecommerce sales platform. Smartflow takes data directly from the ecommerce platform to create printable artwork. The complete process is digital from promotion to sales, creation and production. Due to the streamlined process enabled by Smartflow the orders placed online by a consumer are received in the post, directly to them within 3 days of ordering
The Durex ecommerce platform currently holds 87 designs that can be directly personalised by a consumer. There are examples of some of the designs below; each design is based on an important time in the Chinese calendar or on the development of a relationship.
The initiative is targeted to connect consumers’ digital interactions with real life products and packaging. Ecommerce in China is a massive business, there are even special days in China based on online shopping and building connections with bands such as Durex.