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Durex Fortune Teller

In Taiwan the issue of sex is complexly “in your face” and extremely taboo at the same time— naturally making it challenging for a brand like Durex to give away samples, much less promote safe sex.

The brilliant minds at Ogilvy & Mather, however, helped Durex overcome complicated cultural barriers by tapping into the Taiwanese tradition of fortune telling within popular nightlife districts.

Xerud: The Lover’s Fortune Teller— aka the cunning D-u-r-e-x spelled backwards sampling-machine — fostered product awareness and generated consumer buzz by giving bar and nightclub guests free love fortunes. Each distributed fortune was accompanied by a product sample, equipping party-goers with the appropriate nightlife accessories to stay safe and educated.

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