by MarkLives (@marklives) In this week’s Ad Feature, we have three Heroes on the new Wall of Fame or Shame! Durex’s latest long-form work, dealing with the effect of technology on relationships, also makes an appearance.
Tag archives: durex
Heroes & Zeros: Durex & Ocean Basket — best & worst ads of the week
Andy Rice (@ricecommaandy) talks about his best and worst ads of the week — Durex’s #DontFakeIt and Ocean Basket’s Prawn Extravaganza — with Jenny Crwys-Williams during The Ad Feature on Talk Radio 702.
Ad of the Week with Oresti Patricios – The big fat sex experiment
Discontented with your sex life? Thinking that perhaps there’s room for improvement? 54% of the world’s population is in the same boat, according to the 2011 Durex Global Sexual Wellbeing Survey.
I have featured Durex in this column before, but that’s because it is a brand that innovates and knows its target market extremely well. It has turned a “tricky” subject (sex) into something that is both fun and open for discussion, mainly through consumer campaigns on campuses. The brand takes an interactive approach to promoting itself as an authority on sexuality, and has a progressive approach to obtaining and sharing information.
Durex has made a priority of “owning” sex, and this campaign is an extension of that philosophy. The 2011 Sex Survey was just the start – now the data is being used for a global “Sexperiment” that aims “to prove that great sex isn’t just about the physical, with experiments designed to explore emotion and intimacy as well as pleasure and passion.”
At the beginning of this month, Durex launched the First Ever Worldwide Sex Experiment. Couples from 26 countries are invited to sign up, and explore their sex lives, with the eventual aim of helping other couples around the world enjoy better sex. The invitation is open to all comers, and is showcased on a dedicated Facebook page.
Shelf Life: new frozen yogurt chain in SA
Louise Marsland’s (@Louise_Marsland) pick of new product, packaging and design launches.
A ‘true’ brand relaunch for FleishmanHillard; new yummy yogurt Yogoorus; Carat’s mystery win; and Durex tries out a different marketing position.
Shelf Life: Weet-Bix rocks out
by Louise Marsland. Durex makes a social statement; trusty old Weet-Bix undergoes a youthful makeover; Nike launches a designer collection; and an international design competition for designers with baggage.
Ad of the Week with Oresti Patricios – How’s it Hangin’?
Sex. The fact is, most teenagers do it, and varsity is the place where most people leaving their teens can first be open about experimenting, discussing and learning about sex and relationships. As young adults, varsity students are able to express their sexuality more openly amongst their peers.
That’s why Durex actively targets this segment, using ‘youth media’ like MTV, YouTube, and Facebook, and sponsoring youth events whilst also engaging in sample campaigns on campuses. Early adoption means a better chance of brand loyalty and of committing to safe sex.
Durex is an acknowledged masterbrand, and the name is a generic term for the condoms in much of Europe, the UK, Japan and SA. In the US and Canada the condom market is still dominated by Trojan, although Durex has been chipping away at this market share over the years.
Despite everything we know about safe sex today, selling condoms to youngsters is still a hard sell (if you’ll forgive the obvious pun).