Adult toys such as the "charm", the "wand" and the "little gem", will be showcased in four executions to be delivered throughout the year to Durex's email database.
In one, to be launched this month, an elderly lady visits her daughter. Sitting on the sofa drinking tea, she hears and feels a strange vibration under the cushion next to her. She discovers the vibrator, which she picks up and, assuming it is a modern telephone, puts it to her ear to answer. At this point her daughter enters the room and shrieks with embarrassment.
The brand has also launched a new "play" section on its retail site, , to promote and sell a range of lubricants, massagers and gifts as well as offering advice.
The new section has launched in the UK, the Netherlands and Germany and will roll out to the rest of Europe.
A similar section has launched on the brand site, .
The viral and website development is by agency Clark McKay and Walpole North, which also holds and manages the email database.
The agency develops and markets the annual online Durex Global Sex Survey. The 2005 survey will launch in May with results announced in September and in 2004 it collated the findings of more than 350,000 people from 41 countries.
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