NEWS: Durex unveils pounds 2m raunchy press push for new brand

Durex, the UK’s market-leading condom brand, is to unveil one of its boldest campaigns to date with pounds 2 million worth of advertising directed at young adults who want to have fun in safety.

Durex, the UK’s market-leading condom brand, is to unveil one of its

boldest campaigns to date with pounds 2 million worth of advertising

directed at young adults who want to have fun in safety.



The McCann-Erickson campaign, which is due to break later this month in

young adult magazines, features a naked couple in the middle of a

passionate embrace with picture bubbles capturing their fantasies.



The series of three press ads focuses on Durex’s new variety, Safe Play

condoms, launched in February.



Peter Roach, the marketing manager for Durex, said: ‘We wanted to give a

fresh and humorous insight into safer sex. These advertisements are very

sensual and thought provoking. We know that people understand the

importance of safer sex but it’s essential that we keep the message

alive.’



Durex currently has an 83 per cent share of the pounds 122 million UK

condom market, and sales are growing steadily as a result of the extra

resource put behind the brand by its London International Group parent

as part of efforts to return to its core business.



The new campaign is the latest development in an ongoing strategy for

Durex to show that sensuality need not be sacrificed for protection and

safe sex.



The strategy was encapsulated in Durex’s first pan-European campaign

last June, in a commercial that featured a blind man to stress the

importance of sensitivity.



The latest initiative takes place as LIG presses ahead with the

development of Durex as a global brand that has advertising to match.



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