durex sperm. for a hundred million reasons

Brand Name: Durex Condoms
Client Name:
SSL International Durex
Category 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 integrated advertising campaign that involved the sponsorship of MTV dance programming together with live dance events, sampling, PR, online and other ambient media channels. Recruiting a new and younger audience was vital to the brand's longterm goals.

CAMPAIGN OBJECTIVES