Last but not least: Unholy marketing alliance
The agency Connecting Brands specializes in bringing companies together as marketing partners. The latest «pair» that the Hamburg-based firm has matched: a condom brand and a dating service. At least for the condom manufacturer, this partnership has a self-destructive streak.
The reason for the partnership: both the Billy Boy B² condom brand and Elite Partner have exactly the same target group: discerning men and women who are looking for that special treat. A cooperation is therefore an obvious choice. Since mid-November, the condom packaging has come with a 100-euro voucher from the online dating agency. While Elite Partner can only benefit from the cooperation, the on-pack promotion carries certain risks for the condom manufacturer. If the discerning singles find the perfect partner through the dating agency, sooner or later Billy Boy B² is likely to be a thing of the past. This is of course fatal for the condom manufacturer!
