3. Behind the Launch
• Wanting to target the “denim
and Tinder generation,” Durex
launched their new product,
Durex Jeans, in India.
• Durex Jeans is a packet of 2
condoms that are able to be
discreetly placed in the pocket
of your jeans.
• Goal is to break the taboo
around buying condoms.
4. The Build Up
On March 22nd, 2017
• the Durex India website crashed
• #DurexJean ad released on
their website
March 23rd, 2017
• Durex releases a meme
generator to promote
#DurexJeans
• Durex releases another
ad “Jeans are so 2016.
#DurexJeans come with a twist”
5. The Launch
Product
• Slim/Pocket-sized condoms
• Two per pouch
Target Audience
• 18-25 year olds
• Possibly their first time
Product Purpose
• To remove the awkwardness
that comes with purchasing
condoms
• To induce the conversation
amongst Indian consumers
6. What Worked
• Created a huge buzz
around a false product
• Built anticipation and
suspense
• Clever ads/humor
• Brand Ambassador
• Time
• Purpose behind the
launch
• Market research
• Product reliability