Durex in the world of cultural sensitivity

The case study demonstrates how Durex, a condom maker, created an online campaign to inform consumers in the MENA region of a new product.

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...

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