News Feature

By The Drum, Administrator

July 29, 2002 | 2 min read

It’s a brave move to launch a condom for the ‘more modest man’ but Durex is planning to. Katy Archer invites agencies to design ads and packaging for Durex Close Fit.

Recent newspaper reports that Durex is to launch a condom for the ‘more moderately proportioned’ man 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 ensuring that the new product is ‘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 we are, and leaping on the bandwagon in order to demonstrate to clients exactly how creative the North’s advertising and design agencies are, we invited some of the North’s agencies to create packaging and advertising to launch the new product.

Accepting the challenge where Love Creative, Huet & Co, True North and NE6. For their time and effort we are grateful.


Posters created by Huet & Co.

Perfect packaging by NE6.

Love cuts to the chase with its poster or press ad.

A press campaign created by True North.

Posters by True North.


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