"Last Longer" Campaign
Ben Preiss — October 31, 2007 — Unique
It may be counterintuitive, but the folks at Durex in New Zealand have boosted their condom sales 28% by giving away pillowcases with realistic images of rather unattractive people on them.
But you know things work differently south of the equator; it's hot in the winter, and cold in the summer. So, maybe butt ugly gets them hot, and hot gets them cold. They probably should have put a picture of a sheep on there. Go figure?
Implications - Limited edition pillow sleeves were distributed at Erotica, resulting in a massive increase in sales, as the booth overtook the Durex stand. The overwhelming of success of the promotion had profitable end results for the brand. D.Vice sex stores printed and sold hundreds more of the cases.
But you know things work differently south of the equator; it's hot in the winter, and cold in the summer. So, maybe butt ugly gets them hot, and hot gets them cold. They probably should have put a picture of a sheep on there. Go figure?
Implications - Limited edition pillow sleeves were distributed at Erotica, resulting in a massive increase in sales, as the booth overtook the Durex stand. The overwhelming of success of the promotion had profitable end results for the brand. D.Vice sex stores printed and sold hundreds more of the cases.
Trend Themes
1. Controversial Advertising - Durex's 'Last Longer' campaign shows that controversial advertising can still attract attention and increase sales.
2. Creative Promotional Products - The pillowcases with realistic images of rather unattractive people show that creative promotional products can be effective in boosting sales.
3. Unconventional Marketing Tactics - Durex's strategy of giving away pillowcases is an example of how unconventional marketing tactics can be successful.
Industry Implications
1. Contraceptive Industry - The success of Durex's controversial marketing campaign highlights the need for innovation in the contraceptive industry.
2. Promotional Product Industry - The popularity of Durex's pillowcases shows the potential for unique and unconventional promotional products in the industry.
3. Sex Toy Industry - The overwhelming success of the promotion at Erotica suggests that sex toy stores could benefit from carrying similar promotional products.
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