To promote the new Durex Performax Intense condom, Durex -- a brand owned by Reckitt Benckiser -- has released an integrated campaign comprising social media and a TV spot.
The Durex Performax Intense commercial showcases two turntables; one is pink and the other blue, representing a male and female. The records begin to turn as Marvin Gaye's 'Let's Get it On' plays on each turntable but at different speeds. However, the two records slowly begin to synchronize, which is meant to demonstrate how the Durex Performax Intense condom "speeds her up" and "slows him down." Watch the commercial here.
As for the social media component, Durex will launch a Facebook game in which partners play together to speed up or slow down well-known music tracks. For couples to continue to the next level in the game, each track must be synchronized for at least 10 seconds.
Synchronizing Contraception Campaigns
Durex Performax Intense Harmonizes You & Your Partner
Trend Themes
1. Integrated Campaigns for Contraception Products - There is an opportunity for integrating social media and other marketing channels to promote contraception products.
2. New Contraception Products with Creative Features - There is an opportunity for creating new contraception products with features to enhance sexual experience.
3. Gamification of Contraception Education - There is an opportunity to gamify education about contraception and safe sex practices through social media platforms.
Industry Implications
1. Pharmaceutical - The pharmaceutical industry could integrate social media and other marketing channels to promote contraception products.
2. Sex Toy - The sex toy industry could create new products that enhance the sexual experience while providing contraception protection.
3. Education - The education industry could explore gamification of contraception education on social media platforms.