Communication that EXCITES

Here’s how Durex got millions curious and excited – just the way they like it

One of the toughest things to achieve in the marketing industry is brand recognition; the same is also the toughest thing to maintain. And one of the brands that did it just right is Durex. The brand has marketed and positioned itself so well over the years that it now enjoys the privilege of a great brand recall among its target group. So much so that it has become synonymous to contraceptives.

Over the last couple of days, the brand created a buzz on all the social channels when it teased a video starring Ranvir Singh, trying out something in a dressing room, which apparently seemed to FIT him just perfectly. In the teaser, Durex did not show the product and simply revealed that it is launching Durex Jeans.

Durex Jeans? Is Durex venturing into the fashion industry? Yes, the teaser sparked curiosity among the brand’s target audience, which typically comprises youngsters. In just two days, the curiosity raised sky high, making the marketers curious on what the product is all about.

In fact, a lot of articles were published speculating Durex’s foray into the fashion industry and predicted verdicts on the move by the brand. Durex got people doing so much with just a 30-second teaser in two days – that is a commendable marketing trick!

So what is Durex Jeans? Durex Jeans is a new line of condoms by the brand. With branding and packaging very different from anything in the category, Durex Jeans is a slim pocket pack of two condoms.

The revealer (obviously starring Ranvir Singh) shows the actor trying out every POTENTIAL sex position at his apartment and going around sticking a pair of Durex Jeans condoms close to the places (like in the bathtub, the table, etc). Of all things, the ad is hilarious and is just in sync with the target group – young and witty.

In both – teaser and revealer – Durex kept it tonality intact; they kept it smart and intriguing like every time.
Coming to the branding and packaging of Durex Jeans, the brand has done an excellent job by having just the logo and no intimate images of people on the pack; it is a plain simple picture of jeans.

Through this packaging, Durex is trying to cut the awkwardness people go through during purchase – hence promoting the use of the condom. It is great how Durex addresses such a serious conversation in the most subtle way.

Also, the fact that the launch of Durex Jeans got millions talking about it on social media channels is an achievement. In a country like India, creating a buzz on a topic like sex is no game.

However, we feel that the teaser was much captivating than the revealer; the revealer could have been better… But the good thing is that all this hype was not an April fool’s gimmick.