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
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
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.