Staff Reporters
Apr 1, 2024

Durex launches energy drink in Malaysia

In a parallel campaign, the condom brand has also sponsored an adults-only 'Come Run' nighttime road race for couples in Singapore, urging them to finish together.

Durex launches energy drink in Malaysia

Durex is once again pushing the boundaries of its brand power, launching an all-new energy drink in Malaysia to "boost energy levels and enhance intimate experience." 

Purportedly available in rambutan, dragon fruit and coconut flavours, the new drink can be seen in promotional materials next to a condom with the words, 'Fuel Up. Feed It. Beast on'.

“Injecting excitement into life is essential, and that's exactly what Durex aims to do," says Jerome Goh, head of marketing OTC & Intimate Wellness for Malaysia and Singapore. Think of it as an invigorating energy drink that fuels us with boundless joy, laughter, and happiness. Durex, your trusted companion, is here to make every moment in life truly meaningful!"

The drink launch coincides with the parallel launch of a new Durex-sponsored running race in Singapore. The 'Come Run' adults-only race invites couples to sign up of a night run on September 6th, (yes, 6/9) where they can choose to run a six or nine kilometre course and go at their preferred pace.

To entice couples to "finish together" Durex is providing registrants with a handy race pack of Durex and Dettol products including a Come Run Finisher tee, Come Run Race Bib, Durex Mutual Climax condoms, Durex Invisible condoms, Durex Play Classic H2O Lube, Dettol Wet Wipes, Tempo Petit Facial Tissue, glow sticks, and vouchers.

If you haven't noticed this article's date of publication and figured it out by now, then you're overdue for the climax—these are April Fool's joke campaigns.

Durex, in fact, has a history of past pranks on April 1st, including a 'smoked sausage' condom flavour in 2018 and a Durex Mala HotPot in 2019. 

But those race packs will actually be available in Singapore for the first 100 to buy $35 worth of Durex products at the Guardian Marina Bay Sands or Watsons Raffles Place on April 6-7. 

“Another year has gracefully unfolded, brimming with delightful deceptions and playful pranks,” says Jerome Goh, head of marketing OTC & Intimate Wellness MYSG. “At Durex, we tirelessly strive to deliver unparalleled amusement and merriment to the masses, as we revel in the jubilant spirit of April Fool's Day."

Source:
Campaign Asia

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