Diesel earned its model provocateur standing via a long time of peculiar stunts and taboo-busting adverts, and its newest collaboration with Durex exhibits it’s not stopping now.
The Renzo Rosso-founded trend home rose to fame within the ’90s for inventive like “Kissing Sailors,” which confirmed two males locking lips, and billboards that depicted the Virgin Mary carrying its denims. Extra just lately, adverts from photographer David LaChapelle took a stand towards former President Trump, punctuated by a rainbow-colored tank going through a unadorned man.
When Milan Style Week opened in late February, the model entered its subsequent period with a “intercourse constructive” denim assortment from inventive director Glenn Martens. The present teased an accompanying attire capsule assortment in partnership with sexual wellbeing model Durex that includes T-shirts, hats and extra, because of launch this spring.
“Intercourse positivity is one thing superb,” Martens stated after the present. “We prefer to play at Diesel, and we’re critical about it. Have enjoyable, respect one another, be protected.”
A mountain of 200,000 condoms greeted the style glitterati on the catwalk present, with the props changing into a focus for fashions to stroll round. A number of company have been pictured nestled among the many pile of what the Italians name a preservativo. Forward of the presentation, Diesel despatched invitations to visitor within the type of condom bins.
This isn’t new territory for the Italian label. In 2022, Diesel partnered with Swedish intercourse tech model Lelo on a collection of limited-edition intercourse toys. Its tie-up with Durex will transcend clothes as nicely, with the duo planning to distribute 300,000 Durex condoms in Diesel shops globally all through April.
For Durex, the partnership varieties a part of its technique to guide conversations round sexual freedom whereas encouraging individuals to be protected. The model spent the previous 12 months positioning itself as a not only a contraceptive model, however a way of life one too.
A model awakening
Vincent Panzanella, world director of PR, tradition and model partnerships at Durex, advised Adweek that the Diesel tie-up was alternative to attach two manufacturers with a storied historical past of being unafraid to problem the norm.
“We knew we had a powerhouse model [with Diesel] that shares a set of core beliefs,” he defined. “We acknowledged the chance to exponentially amplify each other’s message to each our audiences. Sexual safety and freedom are a human proper, and with this partnership we are able to convey this core perception into even larger focus.”
The pair’s advertising groups labored intently collectively on the Style Week bodily expertise. Whereas bringing the thought of protected intercourse to the forefront was necessary to each manufacturers, they have been eager to spotlight the pleasure side.
“The mound of condoms and the overlay of the music with sounds of enjoyment on the present introduced collectively this multi-sensory expertise to viewers that stated: ‘That is about pleasure,’” Panzanella defined.
Shareable moments like photograph ops and the invites themselves—which contained an edible thong manufactured from sweet—added one other layer.
He’s hoping the stunt will assist drive the notion of Durex and Diesel as manufacturers that present customers with a “completely different view of intercourse and security.”
“We don’t need individuals to see condoms as a barrier, however as a solution to help within the pleasure of intercourse by eradicating considerations round security,” he added.
Highlights from the present drew 8.7 million views on Diesel’s official TikTok and drove hundreds of engagements throughout Instagram for each manufacturers; greater than 53,000 individuals tuned into the present’s livestream.
Durex father or mother firm Reckitt simply posted $17 billion in income for 2022, up 9.2% year-over-year. In accordance with Customized Market Insights (CMI), the broader condom class is anticipated to develop at a compound annual charge of 8.52% via to 2030. Durex faces robust competitors from challengers within the area together with Skyn, Lelo’s Hex vary and female-founded vegan model Hanx.
Within the U.Okay., the model has been working with Havas London to make sure it stays prime of thoughts for customers. Put up-lockdown, it celebrated a return to sexual liberty with a collection of billboards depicting big condom wrappers that merely stated “Freedom.”
Extra just lately, it has undertaken work to grasp the way it can higher assist LGBTQ+ clients as a part of its #SexMyWay initiative designed to coach, inform and encourage self-acceptance.
In 2021, it additionally partnered with rapper Lil Nas X for his “That’s What I Need” video, which confirmed the artist opening a Durex packet together with his enamel within the warmth of the second. The collaboration was designed to heart Durex’s id on embracing sexual fluidity throughout the LGBTQ+ group, tapping into Lil Nas X’s icon standing to attach with followers.
“Turning into a real life-style model is about popping up the place our individuals reside and breathe,” stated Panzanella, pointing to ongoing Durex partnerships with musicians together with Yungblud and Sam Smith.
“Style was the area we hadn’t but tapped, and we have been thrilled to have had such an awesome associate in Diesel for our first endeavor into the area,” he added. “However we’re excited to have much more partnerships coming down the pipeline as nicely.”
