Durex SG gives flavoured ice-cream hand outs a second chance

Are you a sucker for strawberry or chocolate? Durex Singapore wants to know your needs ahead of Valentine's Day with a partnership with Sweet Cheeks Gelato located at Lavender. Durex will be handing out a free scoop of gelato featuring flavours - dark chocolate or limited edition balsamic strawberries with chia seeds - for a day on 12 February. Through this partnership with Sweet Cheeks, the brand aimed to give the public a chance to be a part of its ongoing "What's Your Flavour" battle that was inspired by its strawberry and chocolate condoms. "We hope that this will create a bigger moment our flavoured condoms and create top-of-mind awareness among our target audience," said Durex Singapore's spokesperson to MARKETING-INTERACTIVE. 

The winning flavour is then determined by the highest number of scoops requested. Aside from an ice cream giveaway, Durex Singapore is also throwing in an exclusive Durex tote bag filled with flavoured condoms, stickers and candies for three winners. 

According to the condom manufacturer, a Shopee discount code will also be revealed at the ice-cream giveaway, allowing users to purchase sensually-flavoured and "dotted-for-extra-pleasure" Durex condoms. In fact, Shopee will also be launching a Special Assorted Box of Durex offering as part of its commitment to delivering a fun and engaging shopping experience its shoppers. The collaboration between Shopee and Durex Singapore ends on 14 February. 

Durex unveiled its new chocolate and strawberry-flavoured condoms last year and even created flavoured candies. As part of the marketing campaign, it also conceptualised an activation with ice cream hawker Uncle Jimmy (usually based in Lavender) to dish out free ice cream to Singaporeans at Orchard Road. The activation, however, did not materialise as a result of COVID-19 restrictions. Nonetheless, it had a similar concept to its latest partnership with Sweet Cheeks, where consumers could request for either a chocolate or strawberry ice cream from Uncle Jimmy and share their favourite flavour on social media while Durex tallies the votes. 

According to Durex Singapore, the decision to go down the ice-cream route was to drive conversations and spark curiosity for the next generation to embrace creative and delicious ways of getting intimate. "This tasty activation allows us to hedge conversations on sex to a larger topic of flavours - ultimately empowering Singaporeans to open up about their sexual preferences," added the spokesperson. 

This is not the first time Durex Singapore has chosen a creative route to spark conversations about sex and dating. In July last year, the brand matched with dating app, Coffee Meets Bagel (CMB) to urge singles to share their views on who should initiate the topic of sex, the number of dates on needs to go before bringing up sex, and tips for bringing up the topic itself. Additionally, the singles also shared ways to make the dating scene in Singapore better. With this campaign, Durex Singapore aimed to normalise conversations around safe sex among Singaporeans, which was in line with the brand's global initiative of "Let's not go back to normal" that was launched last May. 

Aside from utilising a dating app, Durex Singapore took it a step further by unveiling its upcoming product range in March last year. According to the brand, the condoms came in local flavours and varied from Mao Shan Wang (durian), Singapore Chendol, and Botak Coconut Sherbet. In a Facebook post, the condom manufacturer called for consumers to "rediscover what it means to love local", and teased a giveaway where users who comment which flavour they are excited to try might get a sample. The new flavours were launched on April Fool's day. 

The brand is also not one to shy away from using interesting ways to spread its message around safe sex. In celebration of Chinese New Year, the condom brand offered 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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