About Ducking Time
<Durex>

Durex capitalized on the global buzz around Apple’s 2023 iOS 'autocorrecting F%#K' update, transforming it into a cultural commerce moment that resulted in a 15% lift in sales.

After 15 years of autocorrecting "F%#k" to "Duck," Apple announced at the 2023 Worldwide Developers Conference that it would be correcting its autocorrection in the next iOS update. This change would finally allow users to engage in sexting more freely. The announcement generated significant buzz worldwide.

In response, Durex, the world's #1 sexual health brand, expressed its belief that consenting adults should be able to express themselves freely. Within 24 hours of Apple's announcement, Durex flooded social media with hundreds of duck emojis and promo codes for discounts on their products, tailored for different audiences. By hijacking Apple's announcement, Durex transformed the conversation in real-time, fostering brand love and driving sales from this cultural moment.

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

The case study.