BRAND RESEARCH

Durability, Reliability, and Excellence

Rebranding
Focus on different realities of sex,
breaking social norms and
stereotypes and being sex positive

Rebranding
New campaign focuses on female pleasure
Durex Intense

They build curiosity and hold
consumer’s attention
campaigns always have
something intriguing, which
pulls the consumer
"we try to offer the unexpected
to our consumers"
Strategies
Pull Marketing

Sneak peeks
Sharing of intriguing data
points which encourage
conversation
Teaser
Influencer collabs
New launches

Example India with infuencers Prateek
Babar and Elnaaz Norouzi
Posts on instagram before release.
Second video post after release. Thinest
condoms.
New launches are very spoken about
involving A-list influencers.
Ads with influencers.
Influencer Marketing
Strategies

Adaptation to cultures
Strategies
A gap was identified in India: the focus in
the category has primarily been on
flavours and not on product innovation
addressing intimacy issues faced by the
consumers in this segment.
The idea of launching thin flavoured
condoms was born: This is Durex’s first
product which is primarily made for India.
Over 60% of condom sales in India are in the
flavoured condoms category.

Topics and trends
Example: the notion of social distancing
and combining it with something
unexpected, which is what leads to
conversation.
Strategies

They build campaigns directed at
different types of individuals.
Inclusivity.
Strategies
Segmentation

“Nearly 70% of women in
India don’t orgasm every
time they have sex”.
Data.
Conversations providing
solutions.
Campaigns
Durex mutual Climax

Campaigns
Durex Invisible Condoms
Counter intuitive
approach “forget
condoms”: create interest
around thinner condoms
Using hashtag
#ComeTogether

Campaigns
Humour