Durex partners Titus Low's OnlyCreamery for sex-positive virtual treasure hunt

Sexual wellbeing brand Durex has collaborated with Singaporean personality Titus Low’s ice cream parlour OnlyCreamery as well as retailers Watsons and Guardian in a campaign that aims to promote pleasure, positivity and play or, the 3Ps.

The campaign includes a virtual treasure hunt where participants navigate a Durex-themed party island in search of six Durex products to stand a chance at winning tickets to its Durex 3P Party. Other prizes include OnlyCreamery, Watsons and Guardian vouchers.

The year-end campaign that aims to drive sales through an island-themed game also taps into the consumer's mood for escapism where most have their minds on vacations, said a spokesperson from Durex in a conversation with MARKETING-INTERACTIVE.

"We also wanted to create a way for consumers who might feel shy to engage with our products in physical stores, to get familiar with our wide range of products and drive product recall," the spokesperson explained.

The campaign will culminate in a Durex 3P Party that aims to introduce partygoers to a new range of Durex pleasure devices as they learn more about the 3Ps.

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Partygoers will also get to enjoy ice cream from OnlyCreamery such as Blue Pea Macadamia Nut or the Durex 3P Choc Creampie flavored ice cream that was created exclusively for the event. The new party exclusive is a mix of chocolate, oreo and marshmallow.

"Durex celebrates great, safe sex and we believe engaging Titus to serve up scoops would generate talkability and excitement with our audience," added a Durex spokesperson. 

As the brand aims to create a sex-positive space where its guests feel comfortable and safe, male dance troupe Queen of Hearts will teach guests about arousing their partners while also respecting their boundaries, according to a statement by the brand.

Recently, Durex also partnered with Hong Kong skateboard brand 8FIVE2 to promote sex positivity among youths through the concept of skateboarding.

The campaign kicked off with the 10th GAME OF L.E.D.G.E competition held on 9 September 2023, where 16 skaters gathered at the public space of #Urban Park of Hysan Place to showcase their best moves on the ledge inspired by Durex’s new product – the Durex 001 ULTRA LUBE condom.

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