This news snippet has been taken from a leading marketing related website and I thought it was something that needed discussing as I am thinking that this could seriously backfire on the company doing irreparable damage to the brand. What do you think?
Sexual health brand Durex is launching a global online community for people to share their sexual experiences and ‘celebrate healthy sex lives’. (Bath Marketing say – what happens if this gets abused and people share more than this?). The site, called Ora!, will initially launch by invitation only before a full launch in early 2010.
The project is being led by marketing agency Code Computerlove. Web content was created by Sticky Content, while The Good Agency and Youth Conspiracy handled audience research. The site will also feature sex bloggers and writers from around the world.
Peter Whitehurst, Ora! project sponsor at Durex, said: ‘Ora! will also contain articles from Durex and boast industry-leading digital functionality and interactive tools to maximise the user experience as part of our planned development.’