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