The end of the brand is marketing, and the end of marketing is the routine. In this era of "traffic is king", only by not playing cards according to the routine can you win by surprise and capture the attention of the public. No, the "old driver" Durex has set off again, this time to a new height. Recently, some netizens shared their own experience of "social death", which caused 1 million people to eat melons and watch, which once alarmed Durex. To use the popular golden sentence now, the prize drawn when you are young and ignorant is right in the heart of your eyebrows at this moment. 
The moment netizens rushed to open the prize, they couldn't imagine how "surprised" it was, it turned out to be a Durex power bank. With it on the body, friends are bound to be "impressed", and it turns out that the noble Durex VVVIP is by his side. 
This is a power bank, it is clearly the honorary certification of the old driver, and the "dirty king" is who else I am. 
However, if you are not careful, you will be considered that this "power bank" is not the other "power bank", which is enough to be loaded into the death scene of the life club, and you can't wash it by jumping into the Yellow River. 
You have to hear Liang Jingru no less than 100 times before you have the courage to take out this power bank openly. Although it is very dirty and dead, the price of Durex power bank is also very beautiful, and it is far ahead in the power bank industry. In terms of appearance design and function settings, it adopts the form of magnetic + wired, supports 20W two-way fast charging, and also has an LCD screen that displays the power of the battery, which looks full of black technology. 
What is more interesting than the power bank is the product copywriting of Durex. Even if it sells power banks, Durex does not forget its original intention and carries out "drag racing" to the end. One earphone per person sharing songs is slow chargingA perfectly paced pas de deux is fast chargingA hearty and intimate interaction is flashingWhen you meet them, it's time to recharge
Source: @lllluvia From hobby charging to intimate "charging", the advantages of "double charging" are highlighted with comparative adjectives such as slow charging, fast charging, and flash charging, which not only fits the selling point of charging treasure products, but also secretly cues a "small umbrella" main business. does not contain any erotic descriptions, but let a group of old drivers understand it in seconds after reading it, and it is worthy of the familiar "guide" Durex. In addition, the copywriting on the product details page "Long-lasting battery life, overtime for love", "Tacit understanding is full, feel the synchronization", and "Enjoy the delay, enjoy each other" seems to be introducing the power bank, but in fact, it shows the efficacy and characteristics of the condom, and makes the pun clear. 
With charging as the entry point and connecting the attributes of Durex products, it is reasonable for Durex to launch the surrounding of the power bank unexpectedly. In front of Durex power bank, Haidilao's "first-class service" is ashamed. Fighting for the ceiling of social death, Durex, I see it. In recent years, Durex, which no longer chases hot spots, has gone further and further on the road of "not doing business". In the past, when it came to Durex, it was always inseparable from those god-level driving copywriters, who were romantic but not obscene, which made people smile and still be satisfied. Now when I mention Durex, it is a lot of infinite brain hole brand peripherals. The poster copy is not drag racing, but the design has been "going over the wheel". The most out of the circle is Durex's "Du Du Mahjong". When everyone was busy carrying out the New Year, Durex, which has a speed of 180 miles, has already started the "double festival" idea of the Spring Festival and Valentine's Day, and launched mahjong peripherals, so that Durex can also be "on the table". 
Source: Weibo.
Durex added the word "no" to the red, changed "10,000" to "times", and changed "east" to "du", integrating design ingenuity and making full use of product characteristics. can say earthy love words will come, advance can attack and retreat, can defend male and female, this wave of operations is really stunned. 
Source: The most monumental thing on Weibo has to be Durex's "classic shoe cover". In 2011, with a marketing Weibo of "Durex Shoe Cover Rainy Night Legend", Durex became famous and established the dominance of copywriting. Ten years later, Durex launched the classic shoe cover peripherals, and the advertising copy of "360-degree fit and wrapping, easy to cope with various slippery environments" is very intriguing. 
Source: Weibo uses the once phenomenal marketing popularity to awaken and deepen consumers' impression of Durex brand culture. Du Du is really more than one set, one after another. At the beginning of March this year, Durex walked into the Douyin live broadcast room and launched a new series of life peripherals, each of which was full of filth. Durex mouse pads, "big and long, not like other short and small;Thin, slippery, and not off target;more durable".
Source: Du Du good things are combined with copywriting and logo, and the text design in the form of a full page is full of fun between young couples, so don't be too angry.
Source: Xiaohongshu Durex carpet, which focuses on safety, strong friction and non-slip, emphasizes "not hearing anything outside the bed". The carpet is so dirty, and there is only the old driver Durex.
Source: Du Du good things Durex mobile phone case, directly printed "Great at night, can't get up in the morning", suspecting that Durex is driving, but there is no evidence.
Source: Du Du good things and Durex socks, promoting "from head to toe, unconventional", said that the head is a "set".
Source: Du Du good things are serious peripherals, but when put together with Durex's unique "tiger and wolf words", it can't help but make people think about it. These peripherals continue the brand tradition, and the advertising copy is as bold and casual as ever, full of connotation, but there is no "bad morals", and the scale and stalk are just right. Focus on the surrounding Durex, and don't forget to ** "drag racing". From the topic of ghosts to the surrounding big households, what does Durex want?In fact, this is closely related to the "cold winter" phenomenon of the couple's business, and the decline in sales has become the overall trend of the condom industry. Data shows that from 2020 to mid-2022, more than 40,000 condom manufacturers have been cancelled, with 170,000. For example, Durex's production plant Kangle has also been forced to transform into making gloves, and it is becoming more and more difficult for couples to do business, and it is urgent to tap new increments. On Valentine's Day this year, a certain audio account of Durex "Du Du Good Things" started a live broadcast, although the "car" was late, but the old driver's entry into the live broadcast industry still attracted a large number of viewers. Restricted by the relevant regulations of the platform, the Durex live broadcast room can only "talk about other things", and by introducing brand peripherals, consumers are attracted to the window of condom products, with little effect.
Three million people** watched, only watching the excitement and not placing orders, did not bring Durex the ideal GMV, and the road of live broadcast with goods did not work. Not only Durex, in the past few years, the industry as a whole has declined, and several leading brands have also begun to seek transformation, trying to break the situation with marketing. JSB is deeply involved in sports marketing, insists on cooperating with Tencent NBA, and creates the image of a "well-known protective sports brand" through the first-class association of hormones and condoms in the live broadcast of large-scale sports events such as PP Sports, iQiyi Sports, Tencent Sports, and the Champions League. Okamoto focuses on continuous "thin" product characteristics, creates differentiated brand differentiation, and consolidates its position in the industry. In terms of marketing, Okamoto has opened up an artistic aesthetic path, enriched the brand narrative with visual marketing and emotional marketing, and become a bard in a condom, constantly raising the brand tone.
This year, Durex has made a major upgrade to the brand's logo and packaging, removing the iconic oval frame and replacing it with an X-oriented box.
Source: The logo of the Logo Intelligence Bureau has been renewed in the United States, the United Kingdom, Spain, Germany, the Netherlands, Italy and Hong Kong, China. Marketing guru Philip Kotler writes in Marketing Revolution 40: From Tradition to Digital, "In an era of scarce attention and fragmented information, brands need to create wow moments for consumers. "Durex continues to launch new brand peripherals, or funny and funny, or create social dead characters, creating one wow moment after another, leveraging consumers' attention, turning traffic into sales, and realizing the "curve to save the country". It's just that Durex, who is keen on the surroundings, can he return to the altar?