durex sperm. for a hundred million reasons
Brand Name: Durex Condoms Client Name: SSL International DurexCategory for this Entry: Pharmaceuticals & Healthcare (OTC)Agency Name: McCannErickson Manchester Ltd
Summary
Despite being the brand leader in a number of European markets, Durex was developing a somewhat oldfashioned image, with new consumers rejecting Durex on the grounds that: 'this was a brand my Dad used'. The objective of the campaign was to reverse this trend and recruit young condom users to the brand. The solution was a fully...