Condom brand Durex must know something the rest of us don’t, since they’re looking to expand their horizons beyond the condom game and into jeans. The result is Durex Jeans, a new denim line recently announced with the help of Bollywood star Ranveer Singh. A spokesman for the company also gave a recent interview with Brand Equity that reportedly discussed the move:
“It made a lot of sense to launch Durex Jeans, which again is something strongly connected with the youth, to create a new product which is aligned to Durex’s reputation for exacting quality standards across all its categories.”
The ad campaign possibilities for Durex Jeans practically write themselves, depending on how crass Durex is willing to go—I can imagine a slogan along the lines of “now you can take Durex off and put Durex on on the same night.” We can punch that up a bit but you get the idea.
In any case, Durex Jeans appear to be limited to the Indian market for now, but if they take off there it’s possible you’ll be seeing them all over the world soon enough. For now, you can check out the teaser video for the jeans below.