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Ansell spells end for Durex’s ‘giant cock’ by taking key sponsorship spot for Mardi Gras

Condom brand Ansell has usurped rival Durex as one of the principle sponsors for the Sydney Gay & Lesbian Mardi Gras.

ansell mardi gras

The new three-year deal will see Ansell replace the long-time sponsor of the key sexual health product category for the event, with Ansell set to release a new ad campaign centred around its Skyn condoms.

Mardi Gras CEO Michele Bauer said the deal showed the festival’s “commitment to our communities’ health and wellbeing”.

“In addition to supporting the LGBTQI community Ansell supports Movember and the McGrath Foundation, as well as providing safe sex education for teenagers,” she added. “As a committed member of the broader community, Mardi Gras is proud to be associated with organisations such as Ansell who are just as committed to all communities.”

In recent years Durex has used Village People-themed ads featuring a ‘giant cock’  with the strapline “Dress yours up for Mardi Gras” which ran in the gay press and in on outdoor sites around the parade route.Durex giant cock

Austin Chesterfield, marketing manager for Ansell Australia said: “As a celebration of Australian diversity and inclusiveness, Mardi Gras is the perfect platform for Ansell Sexual Wellness, which shares and promotes those same values.

“As an iconic Australian company, it’s exciting for Ansell to be part of this great cultural event, which has helped to shape our modern Australian society. We’re very proud to be the official sexual health promoter for Mardi Gras and look forward having some fun activating with the market leading Skyn sexual wellness brand – it’s going to be a lot of fun for everyone.”

The parade, the flagship event of the Mardi Gras festival, attracts approximately 10,000 participants and 250,000 spectators according to organisers, who claim it is the largest LGBTQI night parade in the world.

Ansell will be activating at the parade on March 5 and at Fair Day on February 21 through Octagon, with an expected attendance of 70,000 people.

The partnership was created by Pink Media Group, with managing director Ben Mulcahy saying “its wonderful to have relevant brands committing to Sydney Mardi Gras for 3 year periods, 2018 is going to be a big year with Mardi Gras celebrating 40 years”.

Alex Hayes

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