To raise awareness and drive purchase of its full line of sexual lifestyle products, condom manufacturer Durex tackled one of the most delicate issues couples face—the female orgasm—with a series of house party events. On Oct. 9, Durex helped stimulate conversations among more than 50,000 women ages 18 to 35 at 5,000 “Girl Talk” house parties, handled by Irvington, NY-based House Party, which incorporates social media into its events. Parties were held in several cities with the primary target being households within a five-mile radius of a Walmart store where guests could purchase the products.
“Durex is the number-one condom brand in the world, but we’re much more than condoms. The house parties gave us a platform to showcase an array of products in our portfolio, as well as demonstrate our goal of helping couples have better sex together,” Ahmet Abaci, vp-marketing, SSL Americas at Durex, told Buzz. “We felt in-home parties with friends would be relaxing and safe environments where women could talk openly, have fun and feel comfortable exploring our products.”
To break the ice, each party host received a DVD with a welcome message by Dr. Laura Berman, a renowned sex and relationship therapist. Each host also received a variety of merchandise, including a personal massager, lubricants, coupons and a “Flirty Foods” recipe flipbook. Guests were treated to gift bags brimming with Durex products. During the parties they sampled products and used bendable figurines to illustrate helpful sexual positions, which were dubbed the “Durex Sutra.”
In addition to being buzzed about on Facebook, Twitter and other social media outlets, 6,000 blog postings and 8,000 photos were uploaded on the event’s branded microsite.