Cannes Lions

ADULT PERSONAL PRODUCTS

DDB NEW ZEALAND, Auckland / SSL / 2008

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Overview

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Credits

Overview

Description

Durex Performa condoms are designed to help men last longer in bed. Each condom contains benzocaine, a mild anesthetic, allowing blokes the peace of mind that when they do go to bed with a woman, they’ll last the distance.

Durex wanted young New Zealand men to know about the launch of this amazing new product at Erotica, New Zealand’s biggest annual sex expo.

Execution

We created the ‘Last Longer’ pillowcases, each emblazoned with the bare head and shoulders of a uniquely ugly woman. An instruction card directed guys to place the pillowcase over a pillow and lay it at the head of their bed prior to sex. The resulting impression was that this rather unappealing woman was in bed with them, and should they feel prematurely close to finishing, salvation was only a short glance away.

In the week leading up to Erotica, we sent ‘Last Longer’ pillowcases to members of the Durex Explorers club (Durex’s online database) and key members of the media.

Outcome

On a budget of NZ$3,500, the ‘Last Longer’ pillowcases generated nationwide media interest, and were talked about on radio, in newspapers, magazines and online. When Performa launched at the Erotica expo, projected sales were exceeded by 28%. The pillowcases proved such a hit with the guys that they were stocked in Dvice adult stores as a continuation of the promotion.

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