Melissa Chau's Blog

While big brands such as Kimberly Clark, P&G, and Kraft continue to pour their money into advertising through T.V. commercials and pop-ups online, smaller scale companies such as Durex Condoms are sponsoring small house parties all across the US to create buzz around their products; a great marketing strategy that make ordinary hosts feel like they have won a free party in their house when in actuality they are hosting a big advertisement.

In February of 2011, Durex Condoms sponsored over 5,000 house bashes organized by House Party, a marketing firm specialized in throwing these events.  Their event was called “Durex Girl Talk House Party: Valentine’s Day Edition.” It included an array of coupons, samples and “free corporate swag“.

Now that these brand bashes are popular, and proven to be more cost efficient than traditional advertising strategies, Kraft and P&G are slowly following in Durex’s footsteps by sponsoring parties as well. Just in March, Pull-Ups diaper brand sponsored the “Potty Dance Day” house party. Included was dance mats and a DVD, coupons, and coloring sheets.

Now that more consumers are growing immune to the traditional ways of advertising, companies need to develop new marketing strategies that connect their products and consumers together.