Durex in the world of cultural sensitivity
Alan Azar, Tala Obeidat, Swarn Kaur et al
Executive Summary
The biggest barrier to condom usage is that it reduces pleasure and, while 95% of us are aware of condoms, only 62% of us actually use them. Durex, a condom maker, needed to inform its consumers in the MENA region that its new product, Durex Real Feel, a next-generation condom, could provide them with safety and a natural skin on skin feeling (the biggest need of the category). Durex needed to create buzz around the product in the region where the brand has...