CAMPAIGN-I: PRIVATE SURF

Andrew Howells, the managing director of BMPtvi, takes a look at durex.co.uk.

Andrew Howells, the managing director of BMPtvi, takes a look at durex.co.uk.



There must be some sort of government requirement that parents of newly born babies are asked about contraception plans within 24 hours of the birth. So what better place to visit than the recently refurbished www.durex.co.uk.

I was pleasantly surprised that our latex buddies had not succumbed to the temptations of Flash overload. Navigation is clear, pages load easily and the look is clean, crisp and appealing.

Unfortunately, the site is aimed at 16- to 21-year-olds, not 'married man with kids'. Inspired, however, by the opportunity to compare the UK's 'love' performance with the rest of the world, I went on. I was delighted to see that we outperformed every other country when it comes to frequency.

The site was well written, avoiding the usual puns and Carry On double entendres. It was extremely sensitive and delightfully non-judgmental with no overkill on product mentions. Durex tackles some serious issues such as Aids, sexual myths and the over-population crisis through the site.

The chat-up line creator was great fun and the suggestions hopeless - or is that just me? The condom selector has curiosity value and the screensaver downloads are fine - if you like sperm.

I couldn't buy from the site, although this is promised in the near future.

I was, however, able to order a free sample of ribbed condoms, which seemed like a fair trade for my e-mail and postal address. I'm sure they'll come in handy some time next year.



www.durex.co.uk

Owner SSL International plc

Site positioning Educational and fun branding tool

Launched September 2000

Developed by Fi System New Media.