Durex: Dance4Life

Something I wanted to comment on and share my insights is the discussion on how Durex played as the ideal sponsor for the Dance4Life program which is targeted towards safer sex and saving lives from AIDS and HIV. Well my thoughts are how come other companies such as Trojan, Lifestyle and other condom companies doesn't take opportunities such as these type of events to promote their own brand? Was is that Durex was there first to take the account or was it because Durex support these events because that how their brand is being perceive?

I went to the event last year on Taboo which Lifestyle was the sponsor for giving out free condoms to support the event of having safe sex. For me that makes more sense for Lifestyle to participate in that sort of event because that's is definitely who their market is and the culture that evolve around it. So if Lifestyle is for swingers and party goers, Durex is for just simple staying alive and preventing AIDs, then events such as Dance4Life wouldn't really interest other companies because that isn't within their market.