Durex to launch new Elmwood designed packaging

Durex will this month roll-out its new condom packs designed by Leeds-based Elmwood. The condom range re-design is the result of brand articulation work by Elmwood, in conjunction with insights provided from the world’s most comprehensive survey on sexual wellbeing, with 26,000 responses from 26 countries. Durex aims to broaden its consumer base, and make the brand more relevant to a wider range of consumers. The new designs form point of a programme to move from being a brand purely about safe sex to a consumer positioning focused on sexual wellbeing. Mark Critchley, Durex’s head of global marketing, said: “Our research shows consumers want us to help with their sexual wellbeing and normalise the use of products within it.”