Behind Durex's new ad brush screen is the social brand's influence!

Follow the reply"Marketing"Free 2G "Marketing Strategy and Management System"

⊙ author, Seven Masters Advertising Marketing (ID: iyxcom)

A few months later, Durex finally brushed the screen again!

At this point on the 7th Night Festival, Durex's 90th anniversary brand TVC is also a real wave of heat, once released, it spread rapidly throughout the brand circle. Not only attracted the praise of countless users, but also attracted the attention of advertising marketers.

When viewers are moved by the love in the video, advertising campaigners see a shift in Durex's marketing strategy and brand positioning. Today, Master Seven will come and talk to you about the information revealed behind Durex's brand TVC:

One step further

Besides love, there's Durex

In the 90th anniversary brand TVC, Durex tells us four love stories that have taken place in the last century, moving the topic of love and worldliness to the user's attention:

New Orleans, 1932

Black Martin and white Lillian were in love

caused a stir

Paris, 1981

Duras, 67, and Andre, 29, are in love

It's been criticized

London, 1964

Durex 1 vending machine

He was snubbed for challenging conservative ideas

During World War II, the battlefields of Western Europe

Henry, a first-class soldier, and Amy, a field nurse, fall in love

War and death become between two people

uneasiness factor

Durex with the help of four with a heavy sense of history and the value of the times of emotion, for the user to bring a shock. The lovers in these four love stories are facing the pressure of the times or the world. There are racial divides and prejudices, there are age gaps and timidity, there are from secular exclusion and ostracism, there are curses and unknowns from death... These by the times to give the weight, so that the feelings of the more beautiful and moving, and it is these characters for the love of the persistence, so that these pressure, these factors no longer become an obstacle. Therefore, these love really moving is not only the sincere feelings, but also the changes brought about by the love of the times environment, so that they let race, age, prejudice, death no longer become an obstacle, all the changes are derived from their courageous step.

We all know that every productThe anniversary TVC is basically an extension of the brand culture and development concept, and Durex's TVC was named "One More Step Forward", which pays tribute to the emotions of the times while also largely expressing its affection for the brandFuture.The promise of development.

As the world's best-selling brand in condoms and social marketing giants, Durex is in the industry's absolute advantage in terms of market share and brand influence, so the best way to "go one step further" is to deepen brand value and turn influence into competitiveness. In the video, it's not hard to see Durex's transformation, but also understand why Durex changed brand agents.

From ring time to Shengga

It's a shift in Durex's communication positioning

Last year Durex's "seven-year itch" with the ring shocked the advertising marketing community, as a first-hand creation of Durex's "social marketing" giant, the peaceful break-up of the two also largely signaled Durex's next stage of communication positioning change.

As one of the best agents of domestic social marketing, the creativity and communication ability of the ring-time interaction is unquestionable, but its strength lies in the creativity itself and the interaction with the user. And for the current Durex, creative content is no longer the first core, because now Durex chasing hot spots, chasing good-looking hot spots these are not unusual, but "Durex absent", "Durex lost" more communication value, therefore, Durex also began to think about the next stage of brand development.

And what's the difference between Shenga and the ring? with the ringtimeThe creative dissemination is different, Shenga is better at brand communication, before Fang Tai brush screen "Mommy's Time Machine" and "Smoke Love Letter" and other series of works are all from Sheng plus hand, the kitchen electricity and emotion on the equal sign, giving the brand temperature.

This time, Durex's "One More Step Forward" is also a good example,Shenga is unique in brand image building and cultural communication. Now Durex is no longer the "old driver" who grabbed the hot spot, but has become a "90-year-old condom first brand" that focuses on the emotions of the times. Not only does it give the brand a sense of history, but it also uses the characters and emotions in the video to sublimation Durex's brand and products to complete the "sex-to-love" transformation.Deepen your brand image with historical value and attitude to turn influence into brand competitiveness.

Of course, that's not to say win the Gabby RingtimeTo be a lot better, just say good at different directions, and Shenga's style is more suitable for Durex's current development needs and brand positioning."The key leap from leader to leader is to anchor the enemies of human nature and rise to the creed," said Ma Xiaobo, Sega's chief creative officer. Durex's "one step forward" is from leading brand to leader brand, from social brand to social brand image change, so that brand influence to strengthen the advanced.

From creativity to values

It's the influence of social brands that advances

We can see a change in the style of content from the last few Durex releases. Relying on "creativity" from the previousImpressing users, becoming what we now rely on "values" to impress users, we can see that Durex's output is beginning to have temperature depth.

In the past, Durex used to use the sex scene to do the article, but now, Durex is talking to the user what? Talk about the relationship between the two sexes between the operation and coexistence, as well as the current era of love, after all, love is more memorable than sex value. Through the deep-seated upgrade of his brand "from sex to love", Durex canUpgrading product positioning from "sex products" to "link points of feelings between the sexes" not only gives the brand temperature and emotion, but also deepens the influence and establishes a brand image.

Brand rely on values as the core of content, not only to enhance brand influence, the original impact of the audience to become able to affect the whole society, and even trigger the whole society to participate in discussion and thinking of the impact, but also to maximize the user stickiness, rely on attitude and values as a bridge to deep communication with users, deep resonance, the potential audience to upgrade to a hardcore fan.

To put it another way, what did Durex's social marketing do before? Hot spots, strong interaction. The essence of hot spots is in fact a kind of "social topic" of public concern, and hot spots are generally in the event of traffic flow after the outbreak of the momentum. And what is Durex spreading today? It is the thinking of the brand of sex and the relationship between the sexes, the thinking of the values of love in the context of society, the thinking of social trends, and these are the things that must be had to become a leader brand.From now onIt's not hard to see how Durex wants to change its brand positioning. And this is not only Durex's next stage of development goals, but also the social brand for the impact of the advance of an explorationAnd.Try.。

Above, is about the "Durex new advertising" some thinking, welcome to leave a message, express your views.

Welcome to the bottom of the small partner to post a god comment, to communicate with us

Editor-in-chief: Seven Masters, senior marketer, graduated from Chinese Min University, has worked for an internationally renowned 4A company, as creative director, focusing on advertising, marketing, paper, creativity and other fields for many years.

喜欢此内容的人还喜欢

Behind Durex's new ad brush screen is the social brand's influence!

sent to have a look

Related articles to this post