Asda and Boots pull Durex toys from shelves
Durex’s plans to ‘normalise’ sex toys have received a set-back after two major retailers took them off the shelf, according to Mark Critchley, head of global branding at the market leading condom manufacturer.
Critchley, told a Marketing Society conference in Edinburgh how Asda de-listed the company’s new range of vibrators despite strong sales.
“Word got through to the main Walmart board that their UK stores were stocking these products – and they were taken off the shelves,” said Critchley.
The other main retailer to baulk at the sex toys was Boots, after concerns about adverse press comment at what has been a sensitive time for the business.
The conference heard of the background to the launch of these products. Condom use declines rapidly as an audience ages. The products were designed to lengthen the relationship the brand has with consumers and also move Durex from being a sexual health product to one which is about sexual well-being.
A central plank in the product was to normalise sex toys.
“We wanted to bring these products on to the high-street,” said Critchley, who also told about the launch of a new jelly to rival KY, which is seen by consumers as too clinical.
Critchley is also due to speak at the Marketing Society Conference which takes place in Leeds on Thursday 4 October.