Durex launched a new condom product called Durex Jeans in India to target 18-25 year olds. Durex Jeans are small pouches containing two discreet condoms that can fit in a jeans pocket. The goal was to remove the stigma around buying condoms. Durex built hype through their website crashing, meme generators, and ads promoting the false product. While Durex Jeans don't actually exist, the campaign was successful in generating discussion around safer sex among Indian consumers.