I’ve never seen a condom Brand utilize sport in such an effective way as Durex has done with football in Thailand. To merchandise their Performa line which helps the man to control climax and prolong excitement, they bought the rights to brand the time clock for extra time. Therefore, as the final whistle blows and the time keeper holds up the clock, the audience sees that its Performa time.
This initiative is a great example of a Brand simply communicating its benefit in such an unexpected way that it will ensure buzz. Indirectly the Brand is also making a comment on culture by suggesting that the fun part of football is in extra time. What a great idea!