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Durex Jeans raises awareness with tie-in with Levi’s

In a very innovative engagement initiative, Durex Jeans (the condom brand targeted at the young generation) has taken the message directly to the youth through digital media platforms used by today's


December 04, 2009  |  comments ( 0 )  | 
Durex Jeans raises awareness with tie-in with Levi’s

In a very innovative engagement initiative, Durex Jeans (the condom brand targeted at the young generation) has taken the message directly to the youth through digital media platforms used by today's youth - social networking sites and mobile messaging platform. The messages are also very direct and focused at the youth with tag lines like - 'I am not a positive person', ' I am bug free', 'Get into your Jeans, stop the virus' and these initiatives are with a strong ground level awareness campaigns and a tie-in with Levi's where every jeans sold will have a Durex Jeans in the fifth pocket as complementary, a bike rally in Mumbai, Grafitti board message in Bengaluru, College campus activities through MTV wassup. All these activities are supported with collaterals like posters, mugs, t-shirts carrying the AIDS awareness message placed at locales frequented by the youth. As per the WHO report 2007 youth aged between 15-24 account for 50 per cent of all new cases reported and in India the 15-29 years old form 25 per cent of the population who at this age group lack proper source of information and have a tendency to experiment; this generation practically lives in jeans and hence the Durex Jeans sends out a strong message to this important segment - LIVE IN YOUR JEANS AND LOVE IN YOUR JEANS. 


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