Durex was fined for being too "sexually suggestive" in the ad.

The U.S. election has the traditional "October surprise", that is, by October is bound to be a big news. Can't imagine in the marketing world, also appeared in October surprise, a condom brand, actually because of the meaning of the penalty?

The cause of the matter was a web advertisement for female sex products on display at Durex's official flagship store, which violated the relevant provisions of the Advertising Law of the People's Republic of China.

According to the enterprise inspection, "Stenshuangjian Trading (Shanghai) Co., Ltd." (Durex's official microblogging certification company) owned 75.05 percent of the subsidiary "Shanghai Manlun Trading Co., Ltd." added an administrative penalty.The company was administratively punished by the Shanghai Xuhui District Market Supervision Administration for publishing advertisements containing obscene, superstitious, terrorist, violent and ugly content, and fined a total of 810,000 yuan.

As soon as the penalty #杜蕾斯因内涵广告被罚, I immediately boarded the hot search, selling sets and not driving!? Netizens ran out to shout injustice for Durex.

According to the general logic, a company is subject to administrative penalties, on the hot search, for the brand, must be a negative impact.

But netizens have been shouting injustice for Durex, but to enhance Durex's good feelings, which is the number of roads?

From the point of view of social media marketing, Durex's level of documentation has always been the industry leader, of course, thanks to the fun and entertainment of sexual topics, Durex has a broad creative space.

And Durex micro-blogging marketing level, but also has reached the point that no one can reach, a new hot time out, Durex can always follow up the first time, leading netizens to actively forward, the formation of brand brush screen trend.

1. Durex's cross-border cooperation with Magpie Tea

On April 19 last year, Durex joined forces with brands such as Magpie Tea, tweeting, "Hi, remember the second date and I said to you, 'Your first mouthful is the most precious?'" "The picture says: No drops are allowed tonight.

Afterward, Magpies forwarded:"Hi Dudu, I remember that date. Well, from that day on, you always have my cheese on your lips. "

Obviously, these words plus the description of the picture is full of sexual behavior and sexual innuendo, a time in the micro-blog caused a heated discussion among netizens, which deviates from the bottom line of marketing communication, there are many netizens spit slot: after reading this text, I no longer want to drink milk tea.

"Durex" and "Happy Tea" rolled over together! Hi-Tea had to immediately post an "apology statement" on Weibo: acknowledging the uncomfortable and vulgar content associated with Durex's cross-border propaganda, and more rigorous review of future online content.

2. Durex's cross-border cooperation with hungry ones

the wind and the indes, perhaps just a word difference,Durex and hungry co-named " Feeding Every Mouth "The style is also straight down the three roads.

3. Durex cooperates with the cross-border cooperation of ticket-seeking

Durex's joint marketing with ticket-seeking, the ad word "drill into that secret corner"., the use of words is also very explicit, and Durex too prominent male perspective, there is the suspicion of women as dolls, caused a lot of female netizens disgust.

Therefore, Durex and "happy tea", "hungry" and "ticket-seeking" and other brands of official micro-blog brand interactive marketing, containing suspected violations of social good behavior content, its behavior suspected of violating the relevant provisions of the Advertising Law of the People's Republic of China, has been punished by the Shanghai Municipal Market Supervision Bureau once on December 15, 2019.

When the media and self-media spread Durex's "punishment information" on the day, Durex should not have been consistent style, immediately took advantage of apple launch iPhone 12 release, for their own durable product marketing,The text is: "5G is fast, but you can slow down"。

Durex's tweet, which features the iPhone 12, has nearly 40,000 comments and more than 900,000 likes, with hundreds of interactions on the previous tweets.

Where there are hot spots, you can always see Durex. Durex's social media marketing killer is the "hot spot plus connotation", so that users can think of their own brand needs to express the content.

For example, in 2011 Beijing heavy rain, rain is very heavy, many people can not go home, soDurex's creative team came up with the idea of using condoms as footringsOn the same day, the microblog was retweeted more than 58,000 times, ranking first in the list of microblogging topics, and China Daily named the case as one of the most representative social media marketing cases of the year.

One of the most important features of studying Durex's marketing approach is that all of Durex's branding is user-oriented, not its own products.

Production of user favorite content, by tracking hot events, cross-border publicity, their own products and hot events cleverly combined, causing users to reverie and speculation, and ultimately led to sharing on social media, so that Durex every month on the microblogging platform has hundreds of millions of views, which has not yet calculated the spread of WeChat and other platforms.

Everyone's communication becomes the node of Durex brand promotion, users in the next shopping, see Durex's products, will associate their brand impression, in order to enhance product sales, which is also the power of brand marketing.

Now, due to the advertising suspected vulgar content, Durex was fined 810,000, which also shows that at the official level for the "edge ball"-style marketing methods of negation, Durex repeatedly tried the bottom line, and constantly break the value of the bottom line, "stepping on the thunder" is also an inevitable thing sooner or later.

Good advertising not only needs to have good ideas, but also to stick to the bottom line, "gentlemen do something, do something", in China's traditional values, itself is very obscure, difficult to publicly promote, and on the Internet and the law also made strict publicity restrictions.

Durex's hot marketing approach is becoming more and more like "skunk tofu", that is, people like more and more like, haters more and more annoying. The traffic from the hot spots is so easy that Durex's "creative" often stops the car and even "flips" often happen.

But selling sets does not allow sexual innuendo, is it really to sell loneliness? How should the scale be mastered, what do you think of Durex being punished 810,000? Welcome to the discussion area.

Notes on opening accounts with foreign banks (Notes for opening a bank account of WFOE)

Explain the VIE architecture, overseas financing and listing essentials

The difference and connection between ICP certificate, SP certificate, EDI certificate and text