Durex adopts new position
Durex is to re-launch 65 per cent of its condom range under the ‘Easy On’ brand in an attempt to further consolidate its market-leading position. The move comes as a considerable boon to incumbent agency McCann-Erickson Manchester, which will handle the entire £3m-plus budget.
Durex has re-designed its four best-selling condoms, giving them a ‘unique shape‘, making them easier to use. The revamp is being supported by redesigned packaging, a consumer press campaign, TV advertising and a flurry of PR activity, all handled by McCann-Erickson Manchester’s full service proposition.
“The campaign launches on 10 June,” confirmed John Flaherty, Durex’s marketing manager. “We’ll have new TV work breaking across Channel 4, 5 and satellite channels, with press activity in a range of glossy magazines.
“We’re also looking to develop online ad campaigns and we’ll be conducting PR throughout the summer with activity at live events and dance venues.”
The new campaign looks set to exploit the success of McCann-Erickson Manchester’s ‘sperm man’ characters, which featured so prominently in their award-winning commercials.
“It’s a very strong idea,” Flaherty explained, “and we’ll definitely be developing the concept on a long-term basis. We always wanted to create a vehicle that could be developed over the next three to four years. It’s created a strong and very flexible brand image for us and we’re keen to run with that and consolidate our position in the marketplace.”