Sexual well-being brand Durex is capitalizing upon Earth Hour on March 29 by encouraging consumers to “take the opportunity to reconnect with each other while the lights are out.”
Citing studies that found consumers pay more attention to their gadgets than their significant others, Durex says it released a YouTube video that follows “the stories of several couples who have become distracted by the lure of a screen.”
The video was posted March 14. As of March 25, it has 5.2 million views.
Durex says the film is “a passionate plea to escape the screen and embrace the physical.”
Earth Hour, a movement that encourages consumers to turn off non-essential lights from 8:30 to 9:30 local time as a symbol of environmental awareness, makes for as good an excuse as any, the brand says.
“Earth Hour is a great, yet rare excuse for couples to give each other their undivided attention. With over 80 years bedroom experience, Durex knows physical touch and intimacy are extremely important for feeling connected in your relationship,” says Aurore Trepo, marketing director of Durex USA, in a statement. “And with recent survey research revealing our smartphones get more attention than our partners, we want to encourage all of America to turn off and get turned on for March 29.”
The brand is also using the hashtag #TurnOffToTurnOn with a series of promotional images on Facebook and Twitter.
Durex has 654,000 Facebook likes and @Durex_USA has 4,800 Twitter followers.
Durex is a brand from global consumer goods company Reckitt Benckiser, which is also responsible for additional brands including Mucinex, Lysol, Clearasil, Veet, Finish, Vanish, Woolite, Calgon, Air Wick, and French’s.