Durex's new play on sex play

I've always found it odd how conservative this country (USA) is about sex. Take selling sex toys, that's a big no-no on broadcast TV (yet we can still push plenty of booze and bogus pills).

But, um, here's a BIG ol' reality check: sex toys are the safest type of sex one can have.

(I know, I know, "abstinence is the safest sex, yadda, yadda," but this blog doesn't hold such unrealistic discussions. People surely abstain for their own reasons and I respect that. But the masses do not abstain because of a safety message.)

In fact, I've never seen reports of unwanted pregnancies or contracting STDs from, well, going at it alone. And not for nothin', sex toys don't get tired and are not selfish partners...OK, OK, I'll stick to the "marketing angle" (yawn).

Durex has launched a new line of "massagers" and it's a smart move. Because they're the first mainstream condom company--to my knowledge--to do so and I do not see this line extension as cannibalizing their condom cash cow (for obvious reasons). And it just underscores Durex's plight to be known for "pleasure"--a word/positioning that Durex has long been going after--so it doesn't dilute their branding.

According to the "Durex Play" site: "We believe in sexual freedom. And in playing. And not taking sex too seriously, accepting that we are human beings, and experimenting with what feels best. We hope that through our wide range of products we can give people the confidence to fully enjoy their sexuality, and to develop happier, healthier, more fulfilling sexual relationships."

Their packaging? Pretty, fun and graceful (see above). You can choose from "wands", "gems" or "charms". With copy like that, me thinks they should come with a "tiara", no? And their ads? Phenomenal and true to "not taking sex too seriously". I doubt you'll see these in the States, btw, as we're way too conservative to talk about something as risque as safe sex.

But what I like about the following two ads is that they focus on women of different age groups. RSS and email subscribers please click through to the blog to view these and, yes, it's totally worth the trip. Here's both of them. Also, if Durex is reading this...please scroll down to my disclaimer. Thanks!

PS: I've written about another ad by Durex before--and it's absolutely charming.

Disclaimer: If Durex contacts me with a promotional goodie, I might just have to re-think my "NO SWAG for Ink" policy. Oh wait, since I've already written about them--from a purely authentic standpoint--I'm in the clear. (Phew!)

Hold on...have I forgotten I'm a marketer?

Dear Durex: I'm part of a committee that is spearheading a  groundbreaking (!) "social" event happening in NYC in 30 days with nearly 90 TOP marketing bloggers from 8 countries and 20 U.S. States traveling to NYC boasting a jam-packed event schedule. While we're not featuring any corporate sponsors, we are lavishing our attendees with special goodie bags filled with items ranging from technology gadgets...to brainy books...to cool apparel. These items are all donated by various companies because they get the rare opportunity to make a great impact on today's top thought leaders--who, consequently, are also known for generating "buzz". So make a smart marketing move, along with all the other smart companies, and please put a little 'love' in our goodie bags. We'll need 90.  (Does CK look out for her community, or what?)

Comments

[Moda di Magno]

OMG - the Brits nail the ads in both cases.

A little Durex love in the Blogger Social goodie bag? That would take it to the ultimate bag of happy!

[Ike]

"I came to Blogger Social, and all I got was this lousy t-shirt and a Magic Wand."

[Stephen Denny]

You know, I'm working this exact same situation right now with a client.

No, really. Not this exact market space, to be clear. Not that there's anything wrong with this market space, of course.

You've got a great single product line-up that you're known for; then you think, 'wait a minute... if we can sell *this* why not also sell *that* and maybe *those*..."

Many would argue that focus is paramount (see Seth Godin's post today) and they're not wrong -- it's a question of how you define your focus. Who are you and who are you not? Who is your market and what do they expect to buy from you? What are the attributes of the products they'd expect you to offer them? Should they be serious products? Fun products? Products with great design sense or fashion? Do you know a Sony product when you see it or touch it? Sure.

Should Apple have entered the Walkman market? They were a small computer manufacturer, right? Well, they're known for smart design, intelligently developed closed systems, and strong industrial design. I guess we could all agree this worked out well for them.

Should Durex get into the play-thingee market? They thought yes and I'll leave that to others to decide. It depends on who they think they are, who their market really is, and how they're different in words and actions from their competitors.

[Mario Vellandi]

I'm with Stephen on the rationality. Sure extreme focus along the lines of Godin and predecessor Trout, is great and one should be wary of brand dilution through extension into different categories.

For Durex in sex-shops, where although the competition is obviously fierce, the brand recognition combined with elegant packaging and product design could make for a decent performance. But the much greater opportunity lies in non-traditional retail channels, where those same attributes (equity, quality, design) combined with discreet placement by the channel partner, could prove an excellent long-term market.

[Drew McLellan]

OMG -- these had me laughing out loud. What a bold and fresh way to sell a product that people have been buying in the dark of night or having shipped to them in unmarked packages.

Bravo. And you're right -- we won't see these in the US. But we will see ads for violent video games, movies and even TV shows.

Thank God our country is protecting us from the true evils. :)

Drew

[adult sex toys]

Great blog

[radon]

You know, I'm working this exact same situation right now with a client.
Should Durex get into the play-thingee market? They thought yes and I'll leave that to others to decide. It depends on who they think they are, who their market really is, and how they're different in words and actions from their competitors.

[download movie Atonement]

"Great blog" - here I agree