“We’re sorry”

For days Durex It seems to apologize through different channels: with exterior advertising posters in Madrid and Barcelona, ​​on social networks and with a Fake Out of Home creativity that has simulated a canvas in the center of the capital.
The brand has even eliminated all its previous publications -emulating the releases of new albums by artists -, leaving only the one in which, allegedly, it apologizes.

Uncertainty has generated conversation in social networks, which has also been fed by the participation of a particular exchange of comments between Claudia Martínez and Mario González, former consistants of the reality “The island of temptations.” These also seemed to apologize to each other, awakening curiosity among their followers.
The creators Uy Albert! and Kikillovlogs have also participated.

After several days generating expectation, Durex has revealed that it is the campaign of its latest product, “Total connection”, An innovative condom elaborated with Nitrilo, instead of the usual latex, and with “Body-Feel” technology. Among its main advantages, it is more than more heat driver, as well as finer, adaptable and adjustable. A new type of condom that aspires to make the eternal promise of the category come true: do not notice that it is wearing.

Durex’s challenge to join the conversation

That is why the creative concept devised by the agency Samy Alliancein his first job for the brand, he has revolved around the polysemy of the verb feel and has sought translate the product into sensation and feeling. “Consumers are not interested in the technical or innovative aspects that are in the category, but what they will feel when using it”, Says Martin Brotons, creative director of the agency, in statements to Reason.WHY. “Durex competitors are not other brands, it is to practice sex without a condom. And with this campaign we transfer that the same can be felt, and protect more”

Moreover, from the brand they ensure that it is about most important product launch, both of the brand and the category, of the last decades. But they have sought to implement a strategy that went beyond innovation itself. “We wanted to generate conversation, Awareness, intrigue and that the consumer was an active part of the campaign”, Tells us María Vidal, Senior Brand Manager of Durex, to this medium.”It is a campaign in several phases, which impacts the consumer in a novel way and that goes beyond the traditional association of condom sensation with its fineness”

“We feel it very much. But a lot, a lot“It has been the copy with which Durex has revealed the product. It is also accompanied by the slogan”Now it’s your turn to feel its 37th”, In relation to the average body temperature of the human body. This concept, in addition, is the one working the brand internationally to communicate the product.

The campaign, as explained from a broad number of media and channels: He has activated the message with a spot on television and streaming platforms, a canvas in the center of Madrid and a Mupis circuit in the capital, Barcelona and Seville; Organic publications in social networks, social Paid, and influencers marketing. He will also carry out a face -to -face experience in Capitol cinemas, in Madrid, playing with the concept of cinematographic premiere, and in which he will allow consumers to learn more about the new product.

Disclosure beyond product launch

The latter emphasizes the Dissemination Mission of the brand. “Beyond the product, we try to increase the penetration of the category”, Says María Vidal.”Our ultimate goal and long -term strategy are that preservatives are used more. It is a public health issue, because STDs are still increasing. We work it by creating products that really meet the needs of users and making them accessible”

Moreover, according to an analysis carried out by Durex in April of this year, 74% of Spanish adults have had sex without condom at some time, and 33% did so looking for a better sexual experience in terms of comfort and sensitivity.

It is an objective not exempt from challenges due, precisely, product nature that as a sanitary article is strictly regulated in communication. Brand and Agency agree that the approvals and validations to which communication must be submitted involve a challenge when making real -time communication and impacting the target audience.

“Dynamism is a fundamental part of current communication, and on many occasions we lose immediacy when joining the conversation”, Says Senior Brand Manager of Durex in statements to Reason.WHY. “But Samy has taken the challenge very well and is helping us find another way to communicate, find the balance between what we want to do and what we can do”

From the brand, however, they ensure that there is room for Innovate in communication and make the audience pay attention to Durex. From the agency, meanwhile, they point out that their approach is going to play with the consumer, and not with the product itself, appealing to their emotions and making him feel identified.

“We are excited to work for Durex, it is a category that will continue to add to our expertise and that opens doors to new creativity“Martin Brotons points out.”We are working in a very coordinated way, and also collaborating with other agencies, such as Havas and Arena Media. All this helps us to continue demonstrating to the market that Samy is much more than influencer marketing”