Sometimes, perhaps when the stars happen to perfectly align, everything falls into place, and that’s when the magic happens. This year, Valentine’s Day is on a Saturday (which means couples can have no excuses), and also falls upon National Condom Day. If that didn’t already make this February 14 the sexiest day of the year, it also coincides with the release of the big screen release of cultural phenomenon “Fifty Shades of Grey”. Condom manufacturers Durex and Trojan haven’t missed their moment to make a move, with both running campaigns that tap into consumers amorous sentiments.
In certain industries, the first two weeks of February are crucial to their business years. Florists… yes. Chocolatiers… yes. However, really those products are merely foreplay. The real winners of the Valentine’s Day holiday are prophylactics manufacturers.
Condom sales are 25 percent higher than normal around Valentine’s Day, according to Durex. There’s also a small surge of Viagra prescriptions written around Valentine’s Day, according to NBC News. And, perhaps somewhat inevitably, more at-home pregnancy tests are sold in March than in any other month.
For their part, Durex and Trojan have both rolled out content campaigns that latch onto the “Fifty Shades of Grey” movie hype, poking fun at the sexy material with funny and engaging ads.
The tactic of tapping into a topic that has clearly captured popular culture has proved highly successful for Durex. Their “50 Games To Play” video has been viewed more than 3.7 million times in just a few days on YouTube. The hashtag #50GamesToPlay is also gaining momentum, with more than 800 mentions on Twitter, according to social analytics firm Topsy.
Trojan have also got into the mood, with a hilarious video telling the story of a couple attempting to liven things up in the bedroom.https://www.youtube.com/watch?v=h‑BFLlqY598
“This is truly a pop culture moment, and one that overlaps with sexual health,” Bruce Weiss, VP of marketing for Trojan told Digiday. “It was apt for us to be a part of it and provide real solutions to achieve great sex.”
Supporting Sexual Health And Satisfaction
All the amorous activity around Valentine’s Day means there’s a important sexual health message worth spreading. These days, it’s both a responsibility and an opportunity for brands to participate in the conversation and help raise awareness about such issues.
At times, this can mean working to raise awareness of how sexually transmitted diseases are transmitted, and can be prevented – an area of corporate responsibility that condom manufacturers do participate in. On this occasion, however, inspired by the themes raised around “Fifty Shades”, the message is concerned with sexual satisfaction in the bedroom.
Durex’s website features a rich content resource, with plenty of rich content and editorial, with advice on everything from planning a weekend away to culinary aphrodisiacs.
Gettin’ Jiggy With Seasonal Opportunities
Durex’s #50GamesToPlay campaign promised 10 sexy game cards would be released every day between February 4 and 8, with each containing a different “tantalizing bedroom activity.” The campaign promotes fun and adventurousness in the bedroom, at exactly the time of year amorous couples are likely to be looking for tips and tricks on how to liven things up in the bedroom.
What’s clever about Durex’s campaign in particular is that it uses the popularity of their video to raise brand awareness, which is then supported by useful content for consumers. The use of the social media hashtag helps integrate social platforms, and also to drive users to the brand website. Most rewarding is the brand awareness raised at such a lucrative time of year, which will ensure healthy revenues at the time of year sales are peaking.
Durex’s campaign operates a simple, but clever marketing tactic in that they offer entertaining, useful advice, playfully (the rules are there are no rules!), at the moments consumers are looking. Like a good partner, Durex are proving they are a brand who listens, and knows how to have fun, too.
What do you think of Durex and Trojan’s Valentine’s Day marketing?