Durex ramps up music associations with new intimate gigs

Durex: offers consumers the chance to attend intimate gigs
Durex: offers consumers the chance to attend intimate gigs

Durex has ramped up its associations with music in a new wave of activity, giving consumers the chance to attend a series of intimate gigs.

The brand, which has previously brandished the faces of the popstars JLS across its packs and released a campaign last year helping to get couples "in sync", will now give couples the chance to see artists in small venues.

The activity, called "Intimate sessions" and created by TMW, will feature up-and-coming artists AlunaGeorge, Wretch 32, Little Comets and Tribes, in a series of gigs across the UK.

Durex is  partnering with music-streaming service Spotify, music magazine NME and Microsoft service MSN. The activity will be promoted across digital networks supported by a microsite, www.durexintimatesessions.co.uk, and Facebook activity.

Durex was caught up in a music partnership without knowing it last week, when electronic pop duo Daft Punk and their record label Columbia sent packs of Durex condoms to fellow DJs.

The packs showed the front cover of Daft Punk’s new single 'Get Lucky' and artist Diplo posted a picture of his pack on Instagram with the message, "Thank God I had those Daft Punk condoms last night".

Durex denied any partnership with Daft Punk or Columbia records. It eventually emerged that the record company had the condom packs made by a company that manufactures Durex condoms.

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message