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....