What does Durex's latest copy mean?

On Tanabata this year, Durex's copy exploded again, and the content was quite interesting. In Durex's official Weibo, it says: Let the magpie wait a little longer tonight. It is accompanied by a picture of a magpie on the treetop. In the lower right corner of the picture, it says: A year of Adu, ending later.

Durex is a copywriter? Out of the circle?

Every holiday, young people always want to see Durex's new copy. As we all know, ordinary copywriters usually take the opportunity to promote their own brands on the grounds of a hot event. In fact, in many cases, it will not have a marketing effect, but will cause resentment among the broad masses. However, Durex's copywriting is ingenious, implicitly expressing the brand information he wants to convey when promoting major hot events, and the information conveyed is still closely related to hot events, which makes people want to see what Durex's next copywriting will be like.

So what's so good about Durex's copywriting? Let Bian Xiao analyze it.

First, it is tied to the festival, but it will not usurp the role of the master. At the same time, it conveys the holiday wishes to people and the corporate culture of its own enterprise.

Take Durex's copy of Women's Day on March 8, 20 18 as an example. Durex put a picture with pinyin, English, Chinese and red background elements on the official Weibo on Women's Day. Although Durex's pictures are a little thin compared with many other companies' holiday pictures or holiday greetings, such a copy has won applause from users. Because people think that Durex's copywriting not only expresses respect for women, but also does not forget to promote products behind this simple picture. Many other companies' copywriting is usually a bit presumptuous, and may be more about promoting their own companies, which may make users feel resistant. Durex has done a good job at this point.

Second, grasp the average age of users and publicize relevant information of users.

Durex's users are mostly young people who care about any hot events. Durex grasps this feature to promote his own brand, which can be well accepted by users.