We are throwing back to one of the most unique campaigns that we have seen over the years.
It is not always that a global brand issues an apology in the newspapers.
It is not always, that apology turns out to be brilliant advertising for the brand.
Durex pulled off a stunner on Singapore’s Golden Jubilee Day when they issued this ad in a National Newspaper. First they apologised, and then also asked users to stop using their products altogether! Someone give them a medal already.
Here’s the full text, if you weren’t able to read it
An apology to all Singaporeans, Durex would like to humbly apologise.
Over the past 50 years, while the Singapore economy has been moving rapidly upwards, the country’s birth rate has been spiraling down at an alarming speed.
It has now come to our attention that we may in fact be part of the problem.
Durex has always focused strongly on the needs of our customers. As a result, the efficacy and convenience of our products have increased confidence markedly amongst consumers.
But according to our latest research, it is this very confidence that may have hastened the decline of the birth rate.
We would like to assure the public that this was never our intention. And in light of this new information, we would like to offer our sincerest apologies
After a process of rigorous self-examination, we now feel compelled to take action. Hence, on August 9, we would urge all committed and loving married couples to forgo our contraceptive products in honour of this year’s SG50 celebrations.
With your help and support, we can rectify this unfortunate situation.
This is a chance for Singapore to embrace prosperity anew in its Golden Jubilee year. A prosperity not measured in dollars and cents, but in diapers and baby strollers.
Go ahead, Singapore. Make love your priority this SG50.