Safe Sex Sells: Condom Manufacturers Aroused By Valentine’s Day, ‘Fifty Shades of Grey’

Con­tent cam­paigns from Durex and Tro­jan tap into amorous atmos­phere to turn con­sumers on.

Pat Hong By Pat Hong from Linkdex. Join the discussion » 0 comments

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.‑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?

Pat Hong

Written by Pat Hong

Editor at Linkdex/Inked, Linkdex

Pat covers the SEO industry, digital marketing trends, and anything and everything around Linkdex. He also authors Linkdex's data analysis and reports, analysing the state of search in various industries.

Inked is published by Linkdex, the SEO platform of choice for professional marketers.

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