“I still like Durex before.”
Editor’s note: This article from the public micro-channel number ” sincere editorial department “(ID: huchensia) , author: sincere The editorial department.
Author | Sincerely
Edit | Luoyang Shovel
Durex has not let Apple go, this time it is the point of iPhone 12 mobile phone 5G, “5G is fast, but you can slow it down”.
This is not the first time Durex is chasing Apple’s hot spots. With every new iPhone release, Durex is the same as automatic binding. In 2018, the new product of Apple’s autumn dual card dual standby feature, Durex has Classic copywriting of “dual card dual-wear”.
But this time I was talking about Durex, who was “long time” and “fast or not” again, but it didn’t make people more amazing, and it rushed to the top of the hot search. (On the night of October 14th, even boarded the top search 1) The news was punished because of its advertising content.
Enterprise search According to public information, as early as December last year and July this year, Durex He was punished for “publishing advertisements that hinder public order or violate social good customs” and “publishing advertisements containing obscene, superstition, terror, violence, and ugly content”.
The penalty of 810,000 yuan that rushed to the hot search actually happened in July this year. The specific reason has not been officially announced, but according to the administrative penalty document distributed on the Internet, it is pointed out that the copywriting of Durex Tmall flagship store has overturned. In the introduction of a vibrating stick, dangerous content such as “burning bathing fire”, “stimulating breasts”, “penetrating into the rabbit ears of flowers”, “pounding the G spot” and other dangerous contents appeared.
Does the official introduction of women’s sex toys need to be so hot and straightforward, will it be offensive? A wave of people eating melons stops “How can we promote sex products? This is simply not allowed to be put on the trash table in the trash canDon’t let things show up”; the other wave is “sex education is not equal to sexual suggestion, vulgarity is not free and open”.
However, whether or not to avenge or clean up Durex, which has special product characteristics, the Durex marketing copy that was once dubbed a “stroke of magic” has become more and more boring, harder to “swallow”, and harder to remember Living has become the default consensus of spectators.
The past God copywriting
The discussion of Durex’s vulgarity can be traced back to its cross-border propaganda about “419 Sleepless Night” in April 2019.
In the homophonic “for one night” on April 19th, several of Durex’s co-branded posters were very sexually suggestive, and Heycha’s “No drop left”, and Tao Piao Piao‘s “getting into that secret corner” and Ele.me’s “feeding every mouth”, both seem to be clever I was shaking my mouth with cramps, and it was difficult for people not to complain. Once online, I was commented “disgusting” by netizens, and the co-brands also apologized for this.
The public, who has always been open and tolerant towards Durex, will not pay this time. Although the creative ideas of cross-border alliances are closely related to the content of the brands of both parties and are not obtrusive, the scale of the copy is too large, and it can easily cause discomfort.
If the marketing cases where Durex was praised in the past were all with a knowing smile, then today’s copywriting is an erotic joke with gossip and peeping. The partial comments in the comment area, such as “You have my cheese on your lips”, are even more shocking.
It is not easy for Durex. The category is classified into daily necessities, and because the tone is too private, it is difficult to get on the table in the context of sex change.
But Durex still broke this traditional impression. Not only did everyone catch a glimpse of it on the supermarket convenience store checkout shelves, but also followed the hot spots in major events, with clever and interesting camps.Copywriting, regardless of age group, overwhelmingly imperceptibly affects users, so that there will be a burst of incidents, and netizens are all squatting on Durex’s official blog waiting to be “poked” by surprise ideas.
“Cross-border application + unique interpretation + rest if you want to say it” is the core of Durex becoming an adult product brand advertising. As a hot spot, Durex is like a pool of water, which can be placed in any shape of container. Integrate the outside world with yourself in a harmonious and pleasant way. There is no brand that cannot be co-branded, and there is no element that cannot be connected with it. The greater the gap between the contradictory collocations, the more the appetite of the public is lifted, and the more clever and hidden logical connections in the copy make people realize.
For the 2017 Earth Hour event, Durex released a copy, “The lights are off, and the show begins”, which paralleled public welfare and privacy at once. On Thanksgiving Day of the same year, Durex thanked 13 brands in one breath with appropriate and unexpected reasons. Among them, the linkage copy of Dove Chocolate wrote, “Because of your heartbeat, I made my debut.” It is the sweet breath of first love.
Compare the 2019 Durex Mid-Autumn Festival poster with “From 15 yuan to 16 yuan, it can still persist”, and this year’s Mid-Autumn Festival Durex moon cake gift box “I hope people will last for thousands of mileschanjuan“, it really tastes like chewing wax.
It seems that “for a long time” has become the only “hi” point for Durex today?
Netizens say that Durex’s 30,000 monthly salary editor has left? This is indeed the case.
In 2019, when the marketing ideas started to fall far short of public expectations, Durex and the social marketing team that has been cooperating for 7 years “Interaction in time” broke up, this was The outside world sees it as a turning point from then on.
The reason is very simple. Durex is still the Durex who always lives in the hot spot, but he has turned into a gangster, and the yuppie has become a gangster.
Lao Jin interacts with his ring time
You may not have heard of World Time Interactive, but you must have seen creative cases produced by this company. In addition to Durex’s series of posters, there are also Coca-Cola’s nickname bottles, Mai Coffee, Momo and JD.com are also customers of Huanshi Interactive.
Huanshi puts its next customerWufangzhai has become an explosive manufacturing machine. On the Double Ninth Festival in 2018, Wufangzhai re-launched the “Chongyang Gift Cake”. In order to promote this example of traditional cakes, Huanshi Interactive used a particularly traditional advertising method: re-editing the documentary of Wufangzhai in 1989. In fact, this is also an idea that came up due to insufficient budget and time. This ad was shared by a blogger to Micro Bo has become popular, and it is very popular because of its retro and humorous style. It has received millions of views and many praises.
At the same time, however, Durex’s new agent had a slightly bumpy road, and the co-branded poster copy with Hey Tea was overturned and was questioned as vulgar.
In fact, Jin Pengyuan, the founder of Huanshi Interactive, has been wronged by the outside world to equate Durex with Huanshi Interactive. In addition to helping Durex keep up with hot spots, Huanshi Interactive has also done many sensational marketing cases.
When Huanshi helped the Sina News APP marketing, they chose current affairs news as the entry point, using ultra-short news events and streamlined copywriting to express in a minimalist magazine style, with very strong recognition; later, they Also creative with the theme of “right or wrong”, collaborated with Spanish photographers to express the sense of loneliness in the reverse direction, resonated with heart-shaped copywriting, redefining social interaction, and get rid of “About x artifact” hat, encourage everyone to go to Momo to socialize normally. This idea quickly spread to the entire network, with more than 350 million exposures.
In addition to divine copywriting, Jin Pengyuan also hopes that the outside world can see their abilities in other areas. That’s why Durex’s art gallery exhibition H5. Huanshi disguised Durex product knowledge as a museum exhibition in the form of “line + drawing” assisted technology, restoring the most real art scene, incorporating a large number of details to explore the space, and instantly stimulating the self-propagation of Shuangwei, and winning the volume and sales.The double growth of sales volume, and at the same time, consumers’ perception of Durex’s marketing “turns from pollution to beauty”, instantly distanced itself from the same category.
Later, Huanshi took advantage of the victory and pursued it, and used 3D technology to create 15 marvellous spaces of concept planets in conjunction with the JD 618 shopping festival, creating the H5 of JD’s “Universal Wonder Market”.
Different consumer products are classified and placed on the planet, and at the same time integrate elements of JD Express, customer service MM, and JD Smart. Once this H5 was launched, it was conquered with ingenuityInsiders, they used the design to amaze laymen and won a good reputation for JD 618.
According to the data, Huanshi often “does not do business properly”, exuding their creativity and making money across borders-they are keen on making peripheral products.
Jin Pengyuan often socializes communication in his public account “Old Gold Bullshit”. Advertising and marketing range from one-way communication to the public to gaining two-way interaction. He emphasized that marketers’ creative ability, ability to create time and topics, The ability to provoke interaction is essential.
In 2011, Jinpeng Yuancai founded this brand that specializes in using social platforms.Interactive push wide the company. Jin Pengyuan’s experience is very mixed. Before the establishment of Huanshi, he hadReport, I have opened a book, and even ran a private restaurant. After the establishment of Huanshi, Jin Pengyuan did not give his CEO or general manager a head up. He gave himself the identity: CKO (Knowledge Director).
Different from traditional 4A advertising companies, Jinpengyuan has its own understanding of marketing and communication. He accepted Interface News In an interview, he said: “We want to be a technology creative company. We What I want to do this year is how to get data ahead, technology and inspiration to burst together, so as to form a joint force of communication. You see, many of the Cannes Advertising Awards winning works are actually creative based on technical thinking.
I broke up with Durex when I used to be the perfect partner and the best couple ring. No one knows why.
However, both sides dignifiedly wish each other better and better, but the gap between the speed of their recovery from the shadow of their broken love and the quality of the newcomers is getting wider and wider.
Huanshi Interaction is still a “thinking” among the big brands, and the advertising business is constantly inviting. Lao Jin said a long time ago that he was very picky in selecting customers. After breaking up with Durex until now, it was originally an inter-time interaction for Party B, and it seems that it has been in a sought-after buyer’s market in advertising and marketing.
The source said that Durex’s current social marketing is Door Interactive is responsible. We cannot say whether we will be happy in the future, but at least at this moment, Durex’s marketing performance is not satisfactory.
After all, even the informed netizens are sighing, “I still like Durex before.”
*Reference information:
“In addition to helping Durex chase hotspots, what else did Ringtime Interactive do?”, Yipin Content Officer
“Dureis and the Loop Time Interaction “Break Up”? “, advertising informant