Summit wins Best Content Marketing Campaign with Durex

Summit is delighted that, together with Durex, it won the award for Best Content Marketing Campaign at the 2018 Performance Marketing Awards.

Now in their 12th year, the Performance Marketing Awards aim to showcase exceptional work within the digital space. The awards ceremony took place at Grosvenor House in London and brought together a host of leading retailers and brands for a night of celebration and recognition.

The Summit Team with the Performance Marketing Award for Best Content Marketing Campaign with Durex
The Summit Team with the Performance Marketing Award for Best Content Marketing Campaign with Durex.

We were shortlisted in the Best content marketing campaign category, competing against entries from Plusnet, TopCashback and Fetch, among others. 

Creating a memorable April Fool’s campaign to build brand awareness

Our objective was to further increase website traffic and build brand awareness with relevant audiences. We achieved this by creating a unique campaign, showcasing a ‘new product’ which would later be revealed as an April Fool’s hoax.

Public interest in April Fool’s Day has grown over the past 5 years, with the national press often publishing roundups of April fool’s hoaxes created by brands. We wanted to tap into this growing trend and gain exposure for the Durex brand with a quirky but believable range of faux products.

At the time, Brexit was a core topic of conversation, so we wanted to create a campaign to showcase what it means to be British. After a creative ideation session, we decided to go ahead with three new ‘best of British’ condom flavours: Sunday roast, fish & chips and chicken tikka masala. We created a range of assets to promote the products and support the campaign. These assets included product images, a blog post on “How to give a blowjob using flavoured condoms” and a press release that was seeded out to over 100 high profile sites.

Durex’s faux ‘Best of British’ condom range
Durex’s faux ‘Best of British’ condom range

The campaign was a huge success, with the campaign content being shared virally all over social media by numerous high profile accounts such as The DrumThe Poke and Creativepool. It was even turned in to a meme across social media gaining shares from celebrities including Ellie Young from ITV’s Ibiza Weekender. 

While Durex is all about having fun, safe sex, it isn’t just about condoms. Durex focuses on reaching new consumers in an innovative way and this is exactly what we did. We took a current affairs angle with a subtle reference to Brexit and British culture, then aligned this with April Fool’s Day and Durex’s message: products designed to enhance the experience and protect adults in their pursuit of pleasure.

The judges’ comments on the campaign were:

“Thrusting the fun back into a ‘sex life commodity’, creativity and a touch of mischief proved a catalyst for success for Summit and Durex, whose April Fool’s Best of British flavours faux-product launch proved a viral sensation and created a surge of first-time site visits. Combining tongue in cheek creative with a genuinely unique and innovative approach to content marketing saw the campaign well exceed expectations.”

This is a great achievement for Summit and we hope to carry on winning awards for our industry-leading creative content marketing campaigns in the future! If you would like to find out how we can help your business with an award winning content marketing campaign, please contact us at

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