Durex launches online community

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.’

7 thoughts on “Durex launches online community

  1. David December 14, 2009 / 5:03 pm

    I agree that this could really backfire. They be better taking a slightly longer term view and creating a new identity specificaly for the purpose and then intergrating the durex brand once they can see how it is being used.

  2. Bath Marketing Consultancy December 14, 2009 / 5:07 pm

    Agreed and thanks for the comment. With such an established brand in teh market, surely they are opening themselves up for abuse. I wrote an article recently about Jamie Oliver teaming up with Match.com = 'food lovers' and I think Durex could have done something similar with an external brand and forum etc.

  3. Paul Tagent December 14, 2009 / 5:07 pm

    Agreed and thanks for the comment. With such an established brand in teh market, surely they are opening themselves up for abuse. I wrote an article recently about Jamie Oliver teaming up with Match.com = 'food lovers' and I think Durex could have done something similar with an external brand and forum etc.

  4. hsstanbury December 15, 2009 / 1:01 pm

    I think they are a bit naive. If this is an attempt to use social media as a way to promote safe sex amongst young people then it is misplaced. They would be better off creating facebook groups/profiles or even application (pin the condom on the ….. anyone?) for facebook – this is where young people spend their time at the moment. I don't understand why people would want to read about other peoples sexual experiences (or why people would write about their own). Maybe I am being a prude but it is hugely public to write about an ultimately private act.

  5. Unknown December 15, 2009 / 1:01 pm

    I think they are a bit naive. If this is an attempt to use social media as a way to promote safe sex amongst young people then it is misplaced. They would be better off creating facebook groups/profiles or even application (pin the condom on the ….. anyone?) for facebook – this is where young people spend their time at the moment. I don't understand why people would want to read about other peoples sexual experiences (or why people would write about their own). Maybe I am being a prude but it is hugely public to write about an ultimately private act.

  6. Bath Marketing Consultancy December 15, 2009 / 1:26 pm

    I am not sure exactly what the thought process was when deciding on this initiative, but I agree that it could seriously backfire. I will keep you posted (or Blogged) on any developments. Thanks for your comment.

  7. Paul Tagent December 15, 2009 / 1:26 pm

    I am not sure exactly what the thought process was when deciding on this initiative, but I agree that it could seriously backfire. I will keep you posted (or Blogged) on any developments. Thanks for your comment.

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