Three leading condom manufacturers – Trojan, Durex and
Lifestyles, have recently launched vastly different social and experiential
campaigns as they battle for market share.
Trojan has formed a partnership with Healthguru.com, and
will be sponsoring an interactive video series dealing with questions about –
you guessed it -- sex.Durex has introduced a new Facebook app to help couples choose the perfect mood music for lovemaking. And they partnered with Ice T and Coco for a Facebook event/Twitter party.
Finally Lifestyles has chosen to partner with Identity, a touring electronic music festival. They will be distributing free samples at 15 concerts this summer and hosting ticket giveaways on their Facebook and Twitter pages. (Sass, 2012)
They all strike me as interesting approaches. I wonder if any of them will be successful. What do you think? Will any of them make you change your brand preference?
Sass,
E. (2012, July 13) Condom Brands Step Up Marketing Efforts. mediapost.com.
Retrieved July 18, 2012, from
http://www.mediapost.com/publications/article/178717/condom-brands-step-up-marketing-efforts.html?edition=49029
