Durex has chosen to launch its range online and use its as the sole retail outlet because of the high demand for purchasing personal items online.
McCann-i has created a section on the website that encourages users to pursue a "happy, healthy, love life". It has been designed to appeal to women and takes a frank and informative tone when discussing the attributes of the range of personal massagers and lubricant gels.
The new range will be promoted initially through an extensive deal with , where a variety of formats will be employed "to encourage both inquisitive and converted" customers.
The "Brownie points" above-the-line work broke last month in consumer magazines such as FHM, Loaded, Nuts, Heat and Cosmopolitan in support of Durex's Pleasuremax range.
It targets men and women in their twenties and thirties and aims to attract users to the "enhanced pleasure" sector of the condom market, "encouraging men to pay attention to the needs of their partners in the bedroom and elsewhere".
Que Pasa, the digital contract publisher and content solutions provider, has built a web-to-mobile WAP push interface that can be found on the Brownie points section of the Durex .
Men and women reward their partners with virtual marks for good behaviour by sending them a Brownie point, which is an image accompanied by the user's own message. This is relayed to the recipient's mobile handset instantly.
Users sending Brownie points are automatically entered into a competition to win a year's supply of Pleasuremax. Minick is providing the cross-network connectivity.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
McCann-i has created a section on the website that encourages users to pursue a "happy, healthy, love life". It has been designed to appeal to women and takes a frank and informative tone when discussing the attributes of the range of personal massagers and lubricant gels.
The new range will be promoted initially through an extensive deal with , where a variety of formats will be employed "to encourage both inquisitive and converted" customers.
The "Brownie points" above-the-line work broke last month in consumer magazines such as FHM, Loaded, Nuts, Heat and Cosmopolitan in support of Durex's Pleasuremax range.
It targets men and women in their twenties and thirties and aims to attract users to the "enhanced pleasure" sector of the condom market, "encouraging men to pay attention to the needs of their partners in the bedroom and elsewhere".
Que Pasa, the digital contract publisher and content solutions provider, has built a web-to-mobile WAP push interface that can be found on the Brownie points section of the Durex .
Men and women reward their partners with virtual marks for good behaviour by sending them a Brownie point, which is an image accompanied by the user's own message. This is relayed to the recipient's mobile handset instantly.
Users sending Brownie points are automatically entered into a competition to win a year's supply of Pleasuremax. Minick is providing the cross-network connectivity.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .