Durex - Redefining the number one brand

In 2005 Durex operated in a highly conservative retail environment, with restrictive display and advertising limitations – huge barriers to growth.

Durex – Redefining the number one brand

Corporate/Brand Identity Design and implementation costs over £100,000Elmwood

Cock rings in Tesco?Vibrators in Boots?Sex as a normalised, healthy mainstream retail activity?

Yes, YES and YEEEEESSSSSS

EXECUTIVE SUMMARY

In 2005

Durex operated in a highly conservative retail environment, with restrictive display and advertising limitations – huge barriers to growth. The world's leading condom manufacturer, Durex appealed mainly to consumers aged 16–25. The challenge was to broaden the brand's appeal and create growth on a global scale.

Research showed that consumers wanted a trusted brand to help normalise sex products. We...

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