Durex SG taps on to ice cream Uncle Jimmy to tantalise taste buds

"What's your flavour?" is the latest question Durex has posed to Singaporeans to find out if they are #TeamChocolate or #TeamStrawberry, as it looks to tantalise taste buds island-wide with ice cream, sweets and condoms. The brand is also taking the epic showdown to town, enlisting the help of ice cream hawker Uncle Jimmy (usually based in Lavender) to dish out free ice cream to hot-blooded Singaporeans this month.

Consumers can get their hands on free ice cream by requesting for either chocolate or strawberry from Uncle Jimmy and sharing their choice of pleasure on social media while Durex tallies the votes. This playful battle follows the latest launch of Durex's chocolate and strawberry condoms featuring hyperreal images of lollipops. Drawing inspiration from the lollipops featured on the condom pack, Durex is also creating chocolate and strawberry candies which will be given away in early November, bringing the flavours to life in a cheeky packaging.

Upon tallying the votes of Singaporeans, from ice cream giveaways to condom sales, Durex will offer Singaporeans the opportunity to unlock a special promo for the winning flavour in its official retail outlets later in November. Reckitt Singapore's marketing director, Justin Lee, said with its newly-packaged chocolate and strawberry condoms, the brand hopes to get Singaporeans to start talking about sex.

"It's an opportunity for them to start small, first by opening up about their flavour preferences, before making the topic of safe sex tastefully fun," Lee said. He added that by driving conversations, Durex aims to spark curiosity for the next generation to embrace creative and delicious ways of getting intimate while practising safe sex. AKA Asia is currently working with Durex for PR and social media duties in Singapore.

Durex Singapore has been doing its part in sparking conversations about sex and even dating. In July this year, it matched with Coffee Meets Bagel (CMB) to get singles to share their views on who should initiate the topic of sex, how many dates one should go on before bringing up sex, and tips for bringing up sex. The singles also shared ways to make the dating scene in Singapore better. The campaign aimed to normalise conversations around safe sex among Singaporeans and was in line with Durex's global initiative of "Let's not go back to normal" launched last May.

Lee told MARKETING-INTERACTIVE previously that it decided to work with CMB as both brands are fully aware of the complexities surrounding navigating the topic of sex during dating. He added that both brands are “committed to equipping Singaporean daters with the confidence and tools they need to talk about sex without feeling uncomfortable and intimidated”.

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