Durex - A Sexual Health and Wellbeing Brand

Challenge: Durex tasked ADROC with developing a way to launch their new campaign “the Liberating Side of Being Together” that would deliver earned media impressions and brand recognition.

Solution:  ADROC created the event Hotel Durex with Jenny McCarthy as its host and invited the Press and NY social influencers.  This celebrity filled event invited guests to engage their senses in a sensual evening of fun and foreplay celebrating the launch of the brand’s new campaign.  Held in an upscale, intimate setting, the soiree introduced the Liberation Movement by giving guests a chance to experience tantalizing activities or “sparks” such as stimulating aphrodisiac cocktails and food, sensual massage lessons and a sneak peek at two new Durex products – the & Play 2 in 1 Massage Gel and the Intimate Lubricant.  Additionally, ADROC partnered with dance4life, an international movement that promotes sex education in schools using music and dance to inspire them.

Result:  The event garnered 178 million impressions over the course of 4 days and was picked up by over 40 publications,including People Magazine, and was featured on Extra.