What does Durex air suit mean?
As a new generation flagship product of Durex, ultra-thin air suit is one of the series of intimate ultra-thin condoms newly launched by Durex, and it is the thinnest product of Durex at present. The extremely thin Air jacket, because of its unique softness and comfort, is loved by many men and women who pursue sexual pleasure.
"Durex brand was born in 1929. The name comes from the combination of three English words: durable, reliable, 20 13 Durex ultra-thin new packaging, excellent. After more than 80 years of testing, Durex has become synonymous with excellent quality and has been trusted by consumers all over the world.
Durex condoms are sold in more than 50 countries around the world, occupying a leading position in more than 40 markets. Durex brand accounts for 26% of the global condom market share of 4 billion. About 654.38 billion condoms are produced every year, accounting for about a quarter of the global total.
With the gradual opening of people's sexual concept, Durex has not only produced condoms, but its product line covers many fields such as condoms, lubricants and sex products. Durex brand not only provides consumers with excellent products as always, but also strives to make people have a more perfect sex life. Durex conducts a comprehensive gender health survey around the world every few years, trying to understand the current situation of consumers in many aspects, such as sexual health, sex education, attitude towards sex, first sexual behavior, etc., so as to improve people's overall "sexual happiness" level.
Characteristics of durex air jacket
Invisible as air, as if there is nothing-extremely thin, Durex is the best choice. More than 20% thinner than other condoms in Durex.
Surrounded by air, it is very sensitive to fit-unique Sensifit technology. If the air is close to the sensitive parts, the passion will be uninterrupted.
As fresh as air, the clean smell is pleasant-unique clean smell technology, bid farewell to annoying rubber smell.
Soft as air, passionate-unique soft material, real skin-like touch, so that passion can be generated.
Comfortable as air, super cool lubrication-sufficient lubrication, so that love is like a tide, so that intimacy is unimpeded.
The advantages are as follows: thin, smooth, fragrant and sticky;
Disadvantages, if you have to say it, can you be thinner?
Air air Tao concept supermarket
Last Friday night, Durex opened an "air jacket concept supermarket" in Beijing 798, just to show "buying" publicly. From 8: 00 pm to 1 1, all the purchases in this supermarket are broadcast live on the theme of "Good things are worth buying".
The venue is an open space of about 200 square meters, and the main color is white. There are more than 20 transparent spherical shelves in the middle, all of which are gas-sensitive condoms promoted by Durex this time, and only a few other products will be placed in inconspicuous corners.
AiR air jacket was launched in April this year and is the thinnest product of Durex at present. The price is also higher than the existing products, about 15 yuan. The selling points of "thinness" and "air sense" of the product were also highlighted at the scene, and a small bag of air was also included when buying.
Durex also invited two comedians to make guest appearances, namely Shen Teng in Twist FunAge (stage name "So Cheap") and Qiao Shan in Pancake Man. But they just buy normally, take photos with fans and promote products, which is one of the few highlights in this long three-hour live broadcast.
The planned flow of people at the site was 1000, but the actual number of people present exceeded expectations, and the staff took measures to limit the flow, resulting in a long queue outside the door. Participants are about 50% men and 50% women, mostly young people, and there are not a few buyers. Most people are very open and generous, and they don't mind being photographed by the camera and broadcast live in the mile-this is quite different from reality.
Tang Xiaoao, creative director of Huanshi Interactive, who is in charge of planning this project, told reporters that the purpose of making a "concept supermarket" for Durex is to show the behavior of "buying one set" in the spotlight. "Tell everyone that this is a particularly normal thing, just like buying anything in any supermarket."
In the propaganda copy, Durex also repeatedly emphasized the "purchase" itself, and rose to the anthropological level: "By repeating the real purchase behavior for three hours, collect and seal this typical behavior specimen of commercial times." "Not art, not drama, not experiment. Just consumption itself. "
The reporter interviewed several participants at random outside the venue, many of whom came to visit and study the marketing field. Some people who came here specially were a little disappointed. After all, the location of 798 is relatively remote. "I thought there would be other tricks. Only when I came did I find that I really just bought it. I walked in and out in less than five minutes. A little boring. "
Of course, if you have seen Durex's advertisement last season, you may not be too surprised this time. In March of this year, Durex broadcast a three-hour live advertisement on Bili Bili, with the theme "Good things are worth waiting for". The scene and plot are also very simple. There is only a vending machine marked Durex AiR logo and a couple waiting for the product to be released (the protagonist is a famous foreigner Mike Sui).
In the first half of the advertisement, the two stood motionless in front of the vending machine, and the picture was frozen for an hour and a half without background sound, leaving a pile of barrage on the screen.
The second half finally started to move, but only two people called to meet, and another hour and a half passed … until finally, they finally bought the products in the vending machine and left. The video itself is quite boring, but more than 1 10,000 viewers and 20,000 barrage constitute the whole of this advertisement-a performance art.
Tang Xiaoao told reporters that Durex's next marketing plan is to make some "guerrilla shops" in public places where people often go, such as theaters, bars and bookstores. Maybe next time, you will see Durex's marketing in these unexpected and reasonable places.