The Challenge

If you’re going to cover the most important part of your body with anything, the chances are you’ll pick Durex. The UK’s leading condom brand has around 75% of the retail market.

With such a large share of the market, growing sales is usually a case of boosting the sector and going along for the ride. This campaign bucked that trend and helped Durex significantly more than its rivals.

In early 2002 the company relaunched sub-brands fetherlite, extra safe, gossamer and elite, under the logo “easy on”. The aim was to promote the idea of a better condom, one that was both easier to put on and more comfortable to wear. At the same time it re-designed the packaging for the entire Durex range.

The TV Solution

It decided to promote these new developments by appearing on terrestrial TV for the first time. This would enable it to rapidly build awareness of the new look and the “easy on” logo.

The new consumer proposition was promoted with an above the line campaign in June and July that included TV, press, events and online. TV received more than 75% of the budget and the activity was backed by trade promotions.

With a core target audience of 16-to-24-year-old adults and secondary target of 25-to-40-year-old adults Universal McCann Manchester identified Channel 4 as the ideal vehicle for a key chunk of the budget.

With a humorous commercial featuring men dressed up in sperm suits and the need to appear in a relevant environment, the strategy focused on post-watershed programming.

Ads appeared in Big Brother, Sex Tips for Girls, Six Feet Under and Sex and the City on C4 and E4. Other TV activity included five, music channels as well as offerings from Flextech and Sky.

The Results

Post-campaign research showed that TV had played a key role in boosting the brand. Seventy percent of those who were aware of Durex advertising recalled seeing the ad on TV, compared to 44% prior to the campaign.

Durex also reaped the rewards at the cash till. Year-on-year sales volume rose by almost 6% for Durex, nearly twice the increase for the total condom market.

“Channel 4 provided an ideal programming environment for Durex’s first campaign on terrestrial TV. The activity had a positive impact on shifting brand image within the core audience of 16-24s.”

Clare Keenan, Group Media Director, Universal McCann