Durex: Safe sex is no laughing matter

Durex, a condom manufacturer, formed a three-year partnership with comedy team Ceva Marunt to break through the taboos of Romanian culture and encourage young Romanians to embrace the fun and safe sex life that the brand can give them.

Executive Summary

Durex is the world's leading condom manufacturer. Its mission is to enable everyone enjoy a fun and safe sex life, with a wide range of sizes and thicknesses for a perfect fit every time.

But there are some markets where the brand struggles.

In Romania, deep-seated taboos stifle discussion of safe sex. Condom usage, already low, was declining. Of those who used condoms, many bought cheap, one-size-fits-all brands, reinforcing negativity about the category.

Unsurprisingly, Romania has high rates of STDs and teen pregnancies.

Durex had a global strategy, based around straight-talking, factual communications. It worked in most markets....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands