Durex to introduce new brand signature

A new brand signature will be introduced by Durex during its new global advertising campaign this month, developed by McCann Manchester.

The ‘Love Sex. Durex’ mnemonic will run alongside the campaign for the ‘Feeling’ condom range which will hit UK screens on 25 November and marks a strategic shift away from the safe sex message, to promote a more ‘magical sex’ by the brand.

The advert is already running across Europe and Asia and was filmed in Brazil, directed by Anthea Benton, with the concept and mnemonic devised by creative copywriter Dawn Hoskinson and art director Carol Naylor at McCann Manchester.

A promo of initial activity from around Europe can be viewed below.

Richard Smith, global marketing manager at Durex, said: “The new campaign researched extremely well. It was our best ever scoring Durex TV ad in pre-testing and clearly has the potential to help shift perceptions of the Durex brand.”

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