Durex is the registered name for a range of condoms originally produced by the United Kingdom based company SSL International. And it is currently owned by Anglo-Dutch consumer product giant Reckitt Benckiser. Also, the history of this condom brand goes back to the establishment of the London Rubber Company in the year 1915.
The brand ‘Durex’ was first launched in 1929. According to reports, the name stands for three aspects, namely- durability, reliability, and excellence. It is one of the top-selling condom brands in the world. But that’s not all that they are famous for. Besides this, Durex is also widely known for its humorous social media advertisements.
The company has a very cunning marketing segment which creates memes relating to current affairs while promoting the brand. Let’s have a look at some of the witty social media ads posted on the company’s Twitter handle.
Firstly, let’s have a look at the short video Durex tweeted to wish its customers a ‘Happy Holi’ this year:
Happy Holi 😉 pic.twitter.com/ADNm2ApXCW
— Durex India (@DurexIndia) February 28, 2018
Also, they congratulated cricketer Virat Kohli and actress Anushka Sharma through this tweet, have a look:
— Durex India (@DurexIndia) December 12, 2017
In its bid to add some lightness to a serious global health concern i.e. AIDS, Durex tweeted this on the World Aids Day:
This #WorldAidsDay, 1st December, let us remind ourselves that prevention is best when there is no cure. Choose protection and live a healthy life! #ProtectionSavesLives
Buy now: https://t.co/ivrhe76Gne pic.twitter.com/BM1OeQ7eTj
— Durex India (@DurexIndia) December 1, 2017
In keeping with there tradition of wishing newly married couples, they posted this for Sonam Kapoor and Anand Ahuja:
— Durex India (@DurexIndia) May 9, 2018
They did not let the recent thunderstorm scare in North India go to waste either. Here is what they suggested people should do to keep safe from the storms.
— Durex India (@DurexIndia) May 17, 2018
Finally, how could they not put a play on the FIFA fever:
— Durex India (@DurexIndia) June 16, 2018
And the latest current affair the brand mocked is the Indian rupee’s recent slump. On June 28, 2018, the Indian rupee crossed its mark of 69 and touched an all-time low at 68.46.
The brand staying true to its marketing model was quick to capitalize on the issue. They published this dig at Rupee’s performance on their Twitter handle:
— Durex India (@DurexIndia) June 28, 2018
In the light of the recent restrictions on the airtime of visual ads for condoms, this is an impeccable way to create new space for advertising.
Twitterati also seemed impressed by the company’s quick wit. Here are a few response tweets:
— SK Jain (@Tweet_Buddy4U) June 29, 2018
Love the concept.
We really loved the new concept and presentation #RupeeAllTimeLow
— #JackRyan (@rahuldhyani5) June 29, 2018
Can’t stop laughing.
— nazim shikalgar (@naizm_31) June 29, 2018
The brand’s marketing team clearly has an amazing sense of humor. And an even better sense of advertising for keeping things current and relatable.