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...