Durex has done it again.
The brand, which is known for its witty and smart ads, recently broke the Internet with its latest Durex Jeans campaign.
The premium condom maker launched a social media campaign that kept people guessing if Durex was really making a foray into a whole new product category – denim wear.
The answer it turns out is no. Instead, what Durex has launched is what it calls the “world’s slimmest pocket pack making it almost invisible in the pocket of the owner”. The new product comes in a pack of two condoms. Before Durex Jeans, Durex condoms were usually sold in packs of 10. With this new range, Durex wishes to promote safe sex among millennials. In keeping with that idea, Durex initiated the conversation about condoms on social media channels among its target audience.
When the first video instalment of the campaign was launched on March 22, Durex India brand ambassador Ranveer Singh was seen in a trial room telling his fans “Guys Durex is launching Jeans and I am the first one to try it…” The 15 second teaser has been watched more than two million times on YouTube since its launch.
Rohit Jindal, Director-Marketing, Reckitt Benckiser, had earlier said, “... it felt natural to us to launch Durex Jeans. It is a culmination of our intensive research and partnership with the world’s top creative minds, making it truly disruptive for the market.”
Social media was abuzz with witty one-liners and memes erupting around the campaign after the first 15 second ad starring Singh was shared online. The campaign captured the imagination of social media users even landing the Durex India website in a brief blackout due to all the buzz.
Memes and jokes just did not stop pouring in during the 48 hour period when the condom brand kept everyone in suspense. One user tweeted: Dear Durex, Ribbed condoms are great. Ripped jeans too. Just don't mix up the two & get us sc****d. Thanks. To which Durex India replied: We are sensitive to your feelings. We will make sure we deliver the best. Watch out for more.
One user even created a quick video about what purchasing Durex jeans could feel like.
Of course, Durex had the last laugh when it revealed that Durex Jeans was always about condoms and never about denim wear. The new product line is targeted at youngsters and first timers in the age group of 18-25 years, and the product aims to remove the awkwardness attached to the purchase of condom products.
Speaking about the new product, Jindal said that Durex Jeans is an effort to have a conversation with the youth of India about practicing safe sex. “Our campaign purpose is to have fun with the category and induce conversation around the use of condoms,” added Jindal.
Once Durex shared the second and final part of its campaign on various social media channels, the internet was partly amazed by the marketing campaign, while some were still confused if Durex was indeed launching denim wear.
The ambiguity created by the advertisement even led some to believe that the ad was for both jeans and condoms.
The new ad starring Singh seems to be inspired by a Korean ad for Durex condoms. The ad shows the protagonist preparing for a sexual encounter by taping condoms on furniture pieces such as tables, beds and couches.
Singh had earlier associated with Durex for the ‘Do The Rex’ campaign in 2014.