Rogue – Durex’s student appeal

Rogue Brand Agency has played on the age-old privacy signal for those sharing accommodation. The classic ‘sock on the door’ sign has been transformed into a sexy statement that doubles up as a fashion accessory, marketing Durex through ‘privacy statements’ and via ‘walking billboards’.

Brand conscious market
"We were aware that students are brand conscious and, if designed in the right way, we could make the door socks sexy – essentially creating a fashion accessory that students would wear as a social statement – the thing great fashion brands do well,” says Rogue CEO Brad Dessington.

Dual purpose

“We created socks that you could hang on your door or simply hang with your friends. We designed the socks in such a way that a Durex tag peeks brazenly out of the backs of students shoes."

Walking billboards

Rogue launched the socks at the University of Johannesburg with 5 000 pairs during an educational activation and immediately created thousands of walking billboards with demand outstripping supply - an instant fashion statement.

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