What personality should a condom have? That was the question the brand team at Saatchi & Saatchi Wellness has answered with their new integrated branding effort for Durex. No surprise, the answer is sexy, fun and very, very interactive. The new tag line, “That’s My Pleasure,” reflects the new definition of the Durex customer: The Pleasurati.
“Durex has a distinctive audience with a mature yet adventurous outlook on a healthy sex life,” explained Saatchi & Saatchi Wellness Managing Director Jim Joseph. “We mined some intense strategic insights and paired them with a compelling creative platform to develop a campaign that allows the Durex point of difference to become the centerpiece of the brand. Our campaign celebrates our consumers’ robust sex life and makes Durex their brand of choice for all their explorations.”
Simultaneous with the new marketing push, Durex introduces a new product, Avanti Bare, a new polyisoprene, non-latex, barely-there condom. All centered around a new micro-site, thatsmypleasure.com, Durex will be utilizing user-generated postcards and gym installations as well as print and online marketing in its efforts to support the Durex brand nationally and with special emphasis on key “sexually intense” markets. All roads will lead to the micro-site where consumers can explore their pleasures.
“This campaign represents a significant commitment from Durex to expand and grow our condom and intimacy brands in the US,” said Steve Mare, Brand Manager for Durex in the US. “By clearly articulating our brand’s identity and using multiple media channels, we will be able to connect with our customers across all touch points.”
The national push for Durex will begin in mid-August with print ads in such publications as Sports Illustrated, Men’s Health, Men’s Fitness, Maxim, Details and others. The site includes user-generated postcards and links to purchase Durex products on drugstore.com and the website sexualwellbeing.com.
Banner ads will appear on a variety of high traffic websites such as Comedy Central, CBS Sports, SpikeTV, Nerve as well as the online sites of print publications.
The 80-year-old Durex brand is the global leader in the condom market, which is doing quite well in these recessionary times. Saatchi & Saatchi Wellness just intends on giving it even more of a lift. So to speak.