New Campaign – Durex

Durex is launching an outdoor advertising campaign for its new range of sex toys. The company claims it is the first time that such products have been supported by a major campaign.

The advertising drive supports the launch of the company’s “Play” range of adult sex aids in Superdrug stores in Scotland. The campaign comprises press ads in the tabloid newspapers, and posters in pubs and gyms North of the border.

The campaign will break on the Glasgow Underground system, with posters in stations and inside train carriages. The print ads will also be displayed at bus stations around the city.

The company says that advertising restrictions mean the executions cannot include pictures of the products, so it has worked round the problem by obscuring the images of the toys. The blurred pictures are accompanied by the strapline: “We can’t show you them. We can’t tell you about them. But they are available at Superdrug.”

Robinsons, the squash brand, is doubling its spend for Wimbledon 2005 to celebrate its 70-year presence at the grass-court tennis tournament. The Britvic-owned brand is spending &£3.5m over a six-week period to commemorate the anniversary.

The brand will retain its position as the tournament’s official soft drink and will sponsor British tennis stars Tim Henman and Andy Murray. It will also include on-pack promotions, radio and outdoor advertising. A fleet of 70 taxis will be liveried in the style of Robinsons’ “Diffusion” television ads, which show juice mixing with water and milk.

The promotion will also include the first “competition scratchcard” taxi receipts, which offer travellers the chance to win tickets to this year’s tournament.

Brand controller Jonathan Gatward says he believes the extra cash celebrating the association will help increase sales. Britvic-commissioned research shows Robinsons had a 38 per cent spontaneous awareness rating with consumers in summer. The juice brand has been associated with the All England Club since 1935, following the launch of the drink as a concentrate at the championship.

The BBC, which is the tournament’s broadcaster, has this year appointed an outside agency to handle its advertising for Wimbledon for the first time.

DFGW, a BBC incumbent, was awarded the task, which had been handled in-house.


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