 Let’s Talk About Sex - Durex to create an online community
There are some products that are just difficult. Difficult to market, difficult to talk about, and even difficult to admit they are your employer.
Who wants to say they work for Tampax for example, or a condom company or probably worst of all, for flatulence pills?
Just take the problem of customer loyalty. The Chemist online pharmacy (www.thechemist.co.uk) for example offers ipoints for those shopping online rather than going to Boots and getting Clubcard points, but hone into specific products, and the care taken to avoid embarrassing ailments or to offer rewards linked to them is extreme. Imagine the difficulties in offering rewards for the more condoms you use.
The reluctance to use certain words in advertising shows the public’s distaste for calling a spade a spade. Look up flatulence on The Chemist website and it won’t be mentioned. There is plenty about trapped wind, but not a word is said about farts.
It is the same with yogurt drinks. They are designed as probiotics that prevent wind by putting acidophilus in your intestines to make them more acidic. Adverts talk about feeling “less bloated” and more comfortable, but is there a TV ad mention about breaking wind? NEVER!
Bucking the trend
But now it seems Durex is bucking the trend (sorry) by coming clean (it is so difficult to write this story, but bear with me) about the fact that its product is to do with sex, rather than just birth control. Yes, sex is another not to be mentioned word. You can suggest, but no blatant claims please, or we will turn away.
Durex is currently beta-testing a new site that will be called Ora! which it says “will offer the public a platform in which to share their sexual experiences and celebrate healthy sex lives”.
Now describing itself as a “global sex brand”, rather than condom company, Durex, part of SSL International, has unveiled its ambitions to create an online community (think Twitter mixed with Playboy) for people to speak freely about bonking.
Invite-only audienceThe new social media initiative has initially been launched to an invite-only audience (apparently journalists and other interested individuals are falling over themselves to take part), in order to generate feedback and input into the final experience, ahead of a full site launch early next year.
Durex’s lead partner on the project is digital marketing agency Code Computerlove, which has been instrumental in developing the proposition and positioning, as well as defining the content and recruitment strategies. Code has also handled the Ora! branding, creative, tone of voice and user experience.
Code is working in close partnership with platform supplier Huzu and SSL’s team of in-house developers, who are responsible for business analysis, platform selection and site implementation. Code has also commissioned web content agency Sticky Content, while The Good Agency and Youth Conspiracy have handled audience research.
Wow! What a lot of people involved in one website – and why? Because to get the balance right between enabling people to read and talk about sex without it becoming a backstreet, seedy cheap thrills site is extraordinarily difficult. Almost as difficult as promoting anti-wind products without using the word ‘fart’.
Anonymous Peter Whitehurst, Ora! project sponsor at Durex, said: “Our new online community is designed to help people get the best out of their sex lives. While remaining anonymous, members who want to take part in discussions will be able to talk about sex, celebrate their sexuality, share experiences, plus get inspiration and advice from each other and Durex’s team of experts.
“We have already recruited a number of leading sex bloggers and writers from around the world, which will be mixed with user generated content from our initial invite-only stage to really bring Ora! to life.” Whoa, this is getting a little close to what is acceptable. Are they really going to show live sex? Do you see the problem?
Peter added: “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 future planned development.”
Alex Comyn, account director at Code Computerlove, said: “The aim is for Ora! to be the global authority on sex and sexuality, with new and refreshing content unlike anything else out there. It will be a safe, secure and trustworthy environment for people to talk about sex. In our audience research we found people saw Durex as the natural choice to launch such an initiative, and we’ve seen a real buzz from sex bloggers, health experts and journalists, who have all asked to become members of the beta launch.”
Danger
Loyalty identifies the danger here is that if Durex sanitises the site, choosing safety, it will be boring and patronizing. If, on the other hand, it allows some horny content, regulators from the European Commission to religious bodies are going to start getting squiffy about underage surfers, sexual gratification and porn.
“The right level of community management and moderation is critical to ensure we exclude any abuse or bullying. However, this in no way precludes us from encouraging freedom of expression and open and honest discussion. The safety and anonymity of community members is our utmost concern.”
Loyalty wishes Durex the best of luck, and looks forward to reporting on its reward scheme. |
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