Mates initiates talks with media shops to take on Durex brand

Mates Condoms, the number-two prophylactic brand in the UK, is holding talks with media agencies ahead of a major relaunch campaign.

A number of undisclosed shops have been approached about a brief that will see Mates increase its spend to boost its share against its main rival, Durex.

The news follows the October appointment of BBDO's integrated specialist, AMV Advance, after a pitch against two undisclosed creative agencies.

Joshua previously handled the creative, while MediaCom is its media agency of record.

The Ansell Healthcare condom brand has not run any substantial ad campaigns for some time. The most recent was in 2001, when it used footage of animals mating in a cinema ad using the strapline: "Sex with Mates is fun."

The ad was part of an integrated campaign including postcards in cinemas, bars, cafes and universities and welcome packs.