Durex launches new positioning

Durex is to reposition to build a stronger emotional connection with consumers, following the recent acquisition of the brand by Reckitt Benckiser.


It is introducing a new brand strapline to mark a shift in strategy from a safe sex brand to an emotional brand.

Durex hopes that the new “Love Sex. Durex” brand signature will help shift perceptions of the brand and drive associations with “sexual connection”.

It will be introduced for the first time in a global campaign for Durex’s premium ’Feeling’ condom range.

The TV, print and digital campaign launches in the UK on 25 November.

Durex says the global campaign and new strapline “turns the volume up on the magic of sexual connection” and “marks a strategic shift away from safe sex to more magical sex for the brand”.

The “Love Sex. Durex” strategy was developed by McCann Manchester as a concept that “requires no translation across markets” and “works across channels and across regions”.


Richard Smith, global marketing manager at Durex, says: “The new campaign researched extremely well. It was our best ever scoring Durex TV ad in pre-testing and clearly has the potential to help shift perceptions of the Durex brand.”

This week, Reckitt Benckiser, which bought Durex owner SSL, appointed former SSL marketing chief Volker Sydow to lead the integration and growth of Durex and Scholl.

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