Thread by @FinFloww

Manforce is trying to capture 50% of the condom market in India

But the world leader DUREX is giving it a run for its money

The reason? Sexy marketing tactics

Here’s a “deep” dive:

Do you know that DUREX is the abbreviation for Durability, Reliability and Excellence? And as the name suggests- all of its products showcase the exact same characteristics.

But why are we calling Durex a revolutionary company?

Durex is addressing an important aspect of our society- Human sexual activity. It's trying to showcase the positive reality of sex.

Sex is one of the most important aspects of our life. But, having an active conversation about various sexual topics is still considered taboo.

We get awkward while talking about it, giggle and even pass unnecessary remarks on it.

And DUREX is taking the initiative to break these barriers by joining the conversation related to stigmas about sex and outdated thinking.

So we shouldn't consider DUREX a normal condom manufacturing company.

Durex is more of a CREATIVE company which is using its creativity to develop new products and marketing campaigns.

Now let's try to understand how DUREX is spreading awareness and broadening its sales by solving a major issue in society.

Durex is targeting youth, especially the ones between 18-24 years of age to sell their products.

People start their new lives at this age and encounter new experiences and that's why it's the right time to make them realize their affiliated challenges with sexual activities.

It's the right age to develop a positive attitude and greater acceptance of various sexual matters.

To influence the younger population of the country, DUREX is using a mix of conventional marketing strategies in a witty, creative and unconventional way.

1. BOLD CAMPAIGNS around their products- Durex launches 2 types of campaigns. First- to launch their new products.

They address a specific problem like orgasm inequality- by initiating this conversation that nearly 70% of women in India are not getting orgasms while having sex.

And then they provide a solution- Durex Mutual Climax condom. So in this way, they are generating demand for their products by pointing out the different issues.

Second is the campaigns that Durex launched revolve around their existing products.

They created advertisements to normalize using lubricants and spoke about female sexual discomfort.

They launched a campaign on #WorldFoodDay to promote 2in1 lubricant gels.

2. Content marketing- Durex is effectively grabbing the attention of its customer segment by using humour. They use sexually suggestive and indicative content.

They used a peeling banana image and said- "Great things are often revealed gradually" in the ad before launching their new product which was endorsed by Ranveer Singh.

The story doesn't end there. They use calendar events to use their minimalistic content strategy. On Father's Day, they targeted their competitors with this ad.

3. Buzz marketing- Durex smartly converted 'earth hour'- an event launched by WWF into 'Love Hour'.

This event takes place on the last Sunday of March every year and people turn their lights off for 1 hour, 8:30-9:30 PM.

They released various ads to celebrate Earth hour differently, and they did that by creating a buzz around their idea and getting people to talk about it.

4. Guerilla marketing- it's a marketing technique used by big brands to advertise their products unconventionally.

Durex promoted its condoms- with ribs and knobs, on the streets of Belgium. They painted condoms on the sidewalk stones with their suitable patterns.

Who could've thought that?!!

Influencer Marketing- This is one of the best ways to market your product. Products endorsed by influential personalities increase their credibility in the eyes of the consumers.

Durex has collaborated with various celebrities and influencers like Kalki Koechlin and Radhika Apte

Another thing that makes Durex an exceptional company is its product portfolio diversification. They have a long list of innovative products that cater to the various needs of different people.

⚘️ Durex Invisible condom was designed to increase the level of intimacy between two people.

⚘️ Durex Intense condom was developed to provide extra stimulation and avoid "halfgasm".

⚘️ Durex Extra time condom was manufactured to delay the climax and to enjoy the long-lasting experience.

This showcases that Durex is not only producing these products to target the basic problems like STD transmission and pregnancy prevention but to embrace the realities of sex in the modern world.

The company has an edge over its competitors because mai Durex's they keep their customers at the heart of their marketing.

This indicates that DUREX is playing an important role in our culture and influencing the public to bring real change.

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