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Durex throwing sexual product house parties to grow brand awareness

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woman holding sex toy

Durex condoms recently enlisted the services of House Party, a firm that builds product buzz through in-home gatherings, to help spread the word about Durex products. This is the second time they've used House Party, which helped boost online buzz around Durex by forty percent the first go-around. But this ain't your grandmother's Tupperware party. These parties supply women with big boxes of Durex samples along with drink cozies featuring the slogan "Stick It In."

Last weekend had party guests atwitter about the "Wegasm" (a Durex trademark) weekend getaway sweepstakes. "Talking about sex is kind of taboo, especially in an online environment," said Durex brand manager, Emily Bourdet. "This gives them a comfortable environment where they can talk about it in their homes." And the more intimate environment seemed to help partiers lose their inhibitions. One morning-after photo posted to the wall of Durex USA's Facebook page showed a woman dangling a condom apparently filled with cake frosting above her open mouth.

As of now, RB is satisfied with the House Party concept as a way to expand Durex's social-media following and brand awareness, though the tactic has yet to demonstrate a tangible growth in sales, according to Ms. Bourdet. But even if if doesn't pan out, we still win with the crazy Facebook photos.