Durex spices up the end of the Mayan Calendar

The company has launched the Durex Sexy Survival Guide as an extension of its "Savvy Lovers" campaign.

Durex is looking to spice up the end of the Mayan Calendar this week with the launch of the Durex Sexy Survival Guide.

With media and creative from Havas, the campaign features copy and imagery that showcases various ways couples can spend their time as we get closer to the end of the Mayan Calendar this Friday. Each day a new post will be showcased on the brand’s Facebook page, and will be supported by wild postings in downtown Toronto, Indresh Kohli, marketing director, Durex, tells MiC.

The campaign is an extension of the brand’s 2012 focus on being a “Savvy Lover,” targeting its core demo of people aged 18 to 24 with a message that is more about the couple than individuals, says Kohli. He adds this execution takes the message from being a “Savvy Lover” to becoming a “Savvy Survivor.”

“The campaign counts down the days towards the 21st,” he says. “It’s a clever way to illustrate ways to celebrate the end of the world with your significant other and offers a few ways to make the last few days exciting. We have an existing fan base on the Durex page, and this is a great way to drive consumer engagement and keep them coming back. We want content that is relevant to consumers that they will want to share.”


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