Durex DLG: One size doesn't fit them all

Durex, a condom brand, increased condom sales in Romania by leveraging humour to inform its target audience about the diverse range of condoms available.

Theme/Opportunity

During 2020, in Romania, Durex was facing a worrying decline in sales. According to the studies, main drawback to using condoms was the fact that these were seen as: "mood killers, reducing the pleasure" We were tasked to challenge the convention "all condoms are the same", delivering a 5% increase in Durex volume sales.

Research

The initial research focused on the facts: Romania is one of only eight EU member states without a sexual health education strategy, this still being a taboo subject in schools; here young adults simply don't receive the information they need on the importance of...

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