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Durex Close Fit

By The Drum, Administrator

July 8, 2002 | 1 min read

Poster by Citigate Smarts.

It was recently reported in the press that Durex is launching a condom for the ‘more moderately proportioned’ man. These headlines were no doubt greeted by hoots of “well, who on earth would ever need one of those?” by men throughout the land.

But the challenges of marketing such a product are significant to say the least. Puns about the new product being ‘positioned correctly’ and that the marketing campaign must be ‘fully integrated’ will obviously abound, but that said, the marketing challenges are very real for Durex.

So, being the charitable types that we are, and leaping on the bandwagon in order to demonstrate to clients exactly how creative advertising and design agencies are, The Drum invited a selection of agencies to create some spoof packaging and advertising to launch the new product.

Accepting the challenge were Citigate Smarts, Guy Robertson Partnership, The Bridge, Tayburn, Love, True North and NE6. For their time and effort we are grateful.


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