Diesel x Durex for the Win Win
Source: Diesel
A fashion-first for this condom brand, for the Fall/Winter fashion season Diesel partnered with Durex to put on quite a show and offer quite a collaboration. At the Milan April 23 event, the brands filled the runway space with “an avalanche” 200,000 condom boxes to promote "a culture of safe sex and sex positivity.”
“Freedom, pleasure, experimentation, play: Diesel stands for democracy, choice and sex positivity as a human right.”
Stores will also not only give away condoms, but feature a curated line of fashion to mark the collaboration.
Source: Diesel
Source: Diesel
It’s an interesting move for two reasons:
It allows Diesel to promote its vision and values of “sex positivity” in a unique way (and I’m betting we are going to see a lot of other unique ways coming) … btw, I love “sex positivity” as a way to inspirationally describe it!
It allows Durex to enter pop culture and make condoms (specifically their condoms) fashionable … btw, making it an accepted and less awkward (perhaps) choice!
Win win for what might not otherwise be a likely pair. But then again, you might very well need a condom when wearing (or not) a pair of Diesel jeans!
A collaboration set from strategy: one brand’s values and another brand’s desire to become a behavioral choice. Perfection.
Can you create a win-win collaboration with your brand? What’s your experience? JIM