When I Got A Boner In My Jeans- Durex’s New Marketing Statement

By Niharika Ghoshal

Durex has done it again, with a pinch of oomph, lot of climax, turning on the people with their all new #DurexJeans campaign. Ranveer Singh leaves us hooked about his sexy new pair of denims which isn’t actually that rough and rugged! Let’s find out why and what is #DurexJeans all about!

The brand, which is known for its witty and kinky ads, recently broke the Internet with its latest Durex Jeans campaign. The cocky and witty condom brand launched a social media campaign that kept people guessing if Durex was really making a foray into a whole new product category – denim wear.

Which wasn’t really true!

Instead, what Durex has launched is the “world’s slimmest pocket pack making it almost invisible in the pocket of the owner”. The new product comes in a pack of two condoms. Before Durex Jeans, Durex condoms were usually sold in packs of 10. With this new range, Durex wishes to promote safe sex among millennials.

In keeping with that idea, Durex initiated the conversation about condoms on social media channels among its target audience.

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When the first video installment of the campaign was launched on March 22, Durex India brand ambassador Ranveer Singh was seen in a trial room telling his fans “Guys Durex is launching Jeans and I am the first one to try it…” The 15-second teaser has been watched more than two million times on YouTube since its launch.


After All That ‘Do The Rex’ Jazz…

Social media was abuzz with quirky one-liners and memes erupting around the campaign after the first 15-second ad starring Ranveer Singh which was shared online. Memes and curiosity did all the talking after that.

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Memes and jokes just did not stop pouring in during the 48 hour period when the condom brand kept everyone in suspense. One user tweeted: Dear Durex, Ribbed condoms are great. Ripped jeans too. Just don’t mix up the two & get us sc****d. Thanks. To which Durex India replied: We are sensitive to your feelings. We will make sure we deliver the best. Watch out for more.

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Is Durex Turning On Right?

The brand rolled out the #CondomEmoji campaign which was an attempt to put a safe sex emoji on every smartphone in order to help young people communicate about safe sex. It led to a lot of controversies but got its fair share of publicity, too. But there is a twist in the story. Many social media users think that the brand is launching a campaign for April Fools’ Day, and there is nothing more to this. The brand has a history of pulling off such pranks in the past. Last year, the company said that they are going launch a range of Water to ‘hydrate’ consumers’ sex life (literally).

So Zipping The Trolls Up, What Exactly Is #DurexJeans?

Of course, Durex had the last laugh when it revealed that Durex Jeans was always about condoms and never about denim wear. The new product line is targeted at youngsters and first timers in the age group of 18-25 years, and the product aims to remove the awkwardness attached to the purchase of condom products. Durex Jeans is an effort to have a conversation with the youth of India about practicing safe sex.

Once Durex shared the second and final part of its campaign on various social media channels, the internet was partly amazed by the marketing campaign, while some were still confused if Durex was indeed launching denim wear.

The campaign’s purpose is to have fun with the category and induce conversation around the use of condoms and pulling off the taboo strings around sex! The commercial showcases the woman carrying condoms, which yet again is not a very widespread practice.

Ever since its release, #DurexJeans has been a creamy hit. They even played multiple activities around the idea of #DurexJeans to keep their audience engaged before sharing the film. Durex’s bold and swanky brand character rips off the marketing gimmicks by its competitors. And with a brand ambassador who matches the brand’s persona, it’s a perfect match!


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