Durex, long the distant No. 2 to Trojan in condoms, has a plan for closing the gap by getting couples "in sync," including by means of a new Facebook app that helps them find the perfect love song based on their lovemaking styles.
It's all part of a new Durex Performax range of products designed by Reckitt Benckiser -- whose global brands also include Bang, Finish and Vanish -- "to speed her up and slow him down." Behind the launch, Durex is putting its biggest U.S. marketing budget ever, tripling spending to around $15 million this year behind a campaign that includes heavy doses of digital and social media along with radio, PR and product placement. By contrast, Church & Dwight spent around $34 million last year on Trojan, according to Kantar Media.
The Durex In-Sync Song Generator, created by Iris Worldwide, New York, for the Reckitt-Benckiser brand, asks a series of questions about preferences for time of day in lovemaking as well as how varied, energetic and loud one's routine is . Then, it has the user send a request to his or her partner on Facebook to complete the survey, or has the partner fill in the questions at the same time if in the same place.
For a couple identified as "Romantic & Racy" -- based on input suggesting one "tends to get eager in the evening, while the other likes to get naughty at night" -- the generator selected a song with "titillating tempo and a sensuous sound." That's Peter Gabriel's "In Your Eyes."
What does all this have to do with selling condoms?
"In the U.S., there's a group of consumers that 's kind of been forgotten about," said Kevin Harshaw, personal-care marketing director for RB. "These are the lovers. ... The whole Durex vision going forward is to become the sexual well-being brand of choice for lovers age 25 to 39.
To that end comes a "suite of products" to get them in sync.
One is a condom that , as Mr. Harshaw described it, "to speed her up, has extra ribs and dots for added sensation. And to slow him down it actually has a climax-delay lubricant on the inside. So there are actually technology features in it designed for the first time in one condom. "
If that 's not enough, Durex presents the "Ring of Bliss, uniquely designed to hit the spot for her," Mr. Harshaw said, with "a feathered design. "
Other elements of the marketing from Havas' That included a launch party with Ice T and Coco with a Facebook contest and Twitter party that , all told, garnered 4 million impressions.