About Ducking Time
<Durex>

What the Duck? DUREX transformed the global buzz around Apple’s IOS ‘autocorrecting F%#K’ update into a social commerce moment with a 15% lift in sales.

After 15 years of autocorrecting 'F%#k' to 'Duck,' at the 2023 Worldwide Developers Conference, Apple announced it was correcting the autocorrect in the next iOS update, allowing people to finally engage in SEXTING more freely. This announcement lit up media worldwide.

Durex, the world's #1 sexual health brand, believes consenting adults should be able to express themselves freely and responded immediately, flooding social media within 24 hours of the announcement with hundreds of ducks with promo codes for discounted Durex products, tailored for different audiences. By hijacking Apple’s announcement, Durex transformed the conversation in real-time and created brand love and commerce from a cultural moment.

15% Increase in sales 6 X Instagram engagement 9 X TikTok engagement
Awards CLIO, One Show

The case study.