Durex: Controversy About Marketing Campaign on Sex Well-Being

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Author(s): Zirui Huang (Beijing Normal University-Hong Kong Baptist University United International College, China)
Copyright: 2023
Pages: 15
Source title: Cases on Social Justice in China and Perspectives on Chinese Brands
Source Author(s)/Editor(s): Youssef Elhaoussine (Beijing Normal University-Hong Kong Baptist University United International College, China)and Lulu Wang (Business Advantage Consulting, China)
DOI: 10.4018/978-1-6684-4955-4.ch008

Keywords: Business Ethics and Law / Civic Engagement & Social Justice / Information Science Reference / Social Sciences & Humanities

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Abstract

On April 19, 2019, Durex initiated the #419SleeplessNight topic on Weibo and took the opportunity to interact with the popular brand HEYTEA in the milk tea industry. “419” is referred to as “for one night.” The joint marketing campaign, advocating for sex well-being between the brand Durex and the milk tea brand HEYTEA was very eye-catching. The two brands engaged in a dialogue through their official social media accounts. However, this dialogue was also widely discussed and criticized by the public and netizens in China. Many netizens considered that the dialogue contained strong sexual insinuations. Considering the current situation and cultural background of sex education in China, this case study on the Durex 419 event aims to provide a reference for the brand communication and product marketing of sexual well-being brands in the Chinese market. This case study will first introduce the brand communication and marketing strategy of sex well-being brands in China. Then, it will present the netizens' reactions as well as the brand response.

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