Durex has launched its first UK recruitment drive for thousands of condom testers. Anyone up for it?
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Well I am unemployed.
Edited Fri 30 Mar 2007 at 9:02am
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This is part of a wider marketing strategy of Durex who are trying to position their products as 'lifestyle enhancers' and with more in common with sex toys, rather than as contraceptives.
That's why we've seen a launch of a whole range of related products from them - from lube to cock rings. They've also expanded their ranges of condom textures and shapes and a variety of lubricants too.
It's a clever move given they're a big brand and the media are keen to promote sex toys and lifestyle enhancers but aren't interested in general safer sex messages.
However it's still a fairly exclusive approach since if you really want a good range of condom testers you don't just want those who can register online.
That's a consistent failing of Durex who do all their work online and as a result their surveys and product testing are always highly selective and non-representative.
I suspect this campaign is a lot more about 'can we get our name in the papers?' than 'can we recruit an army of condom testers'
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