Durex condoms

The case study describes how, although brand leader, Durex had obtained an old fashioned image. The campaign objectives were to reverse this perception and recruit young condom users to the brand.
  

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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...

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