Durex brings journalists to their senses

Campaign Durex Play Press Launch Client Durex PR team Myriad PR and experiential marketing agency BEcause Timescale July-September 2008 Budget Approximately £20,000

In September 2008 the world’s number one condom brand Durex launched a sel­ection of new products in its ‘Durex Play’ range. Durex’s parent company, SSL International, wanted to introduce the range to the UK press by giving them a unique exp­erience of the products. The launch also needed to incorporate the latest wave of statistics from the Durex Sexual Wellbeing Global Survey.

Objectives

To unveil the new products in the Durex Play range with a unique, participatory and sensory experience for journalists

To gain coverage of the launch and products in national consumer press

To bring the personality of the brand to life in a fun and memorable way.

Strategy and plan

To heighten the senses and encourage ‘hands-on’ product trial of the new range, BEcause created a sensory walk-through experience for journalists at trendy venue, 24 London in Soho.

Measurement and evaluation

To date there have been 79 items of editorial coverage, including pieces in Company, Loaded, Nuts, More!, Metro, Cosmopolitan and Scarlet. 

Results

A total of 150 journalists attended the launch. Loaded senior staff writer Jeff Maysh described it as ‘the press event of the year’.

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