Durex SG unwraps CNY zodiac reading to help you find your best fit

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We've read about the type of colours or destinations that best suit your zodiac this Chinese New Year. Tinder even jumped on the trend, dishing out tips based on Chinese zodiac. But what about the type of condoms that are best fit for you? Well, Durex Singapore has got you covered.

In celebration of Chinese New Year, the condom brand decided to be cheeky by offering a 2022 zodiac "reading" for consumers when it comes to their lucky Durex fit, at the same time showcasing its wide range of products to excite consumers.

Durex Singapore's spokesperson told MARKETING-INTERACTIVE: "Durex has been on a mission to get consumers to take action and spark conversations around a safer, healthier and more satisfying sex life. What better way to do that this Lunar New Year than by illustrating how there is a perfect fit for every zodiac."

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Meanwhile, AKA Asia is known to be working with the brand for PR and social media duties. The condom brand is known to produce thumb stopping content on its social media platforms and is unapologetically bold and witty. Previously, some of its marketing involved celebrating SAF Day featuring the phrase "Weapon loaded, ready, safe", launching condoms in local flavours ahead of April Fool's, and the unveiling of a new font titled "One Night Sans" as part of a wider brand repositioning.

The brand had also initially planned on engaging consumers on ground by tapping on ice cream hawker Uncle Jimmy to hand out free ice cream to Singaporeans last October. While the activation did not materialise as a result of COVID-19 restrictions, it was part of its marketing campaign to promote its chocolate and strawberry-flavoured condoms last year. Strawberry and chocolate candies were also created to bring the flavours to life.

While Durex is known to produce fun and lighthearted content for social media, the brand also seeks to address pertinent issues in society and educate consumers about sex. Last July, it tied up with dating app Coffee Meets Bagel to shed light on the topics of sex and dating. Both teams got six singles to share their views on who should initiate the topic of sex, how many dates one should go on before bringing up the topic, and tips for bringing up sex.