Durex Re-style

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Bart Jansen

Durex wants to promote condom use to people who enjoy experimenting sexually but don't typically use condoms. They partnered with a social media site where users report details of their sexual encounters, including condom use. Durex customized messages that would appear for users who reported multiple encounters without condoms, with the goal of encouraging condom use in a fun, non-obtrusive way. Outdoor ads were also placed in locations identified as popular places for sexual encounters based on data from the site.

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The document summarizes a social media campaign run by MEC for Durex condoms. It describes how MEC recruited product testers for Durex's new Feeling Ultra condoms on Facebook to generate awareness and discussion. The campaign was a success, significantly growing Durex's Facebook fan base and engagement over six weeks. It also resulted in increased sales of 18% year-to-date for Durex Feeling Ultra condoms.

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This document outlines a game changing shopper marketing strategy to engage the modern "Shopsumer". It notes that 8 in 10 people will ignore brands when shopping and the only way to reverse this is through a strategic approach. The strategy focuses on thinking like a Shopsumer, getting beyond traditional store walls, and finding emotional insights. It discusses how consumer and shopper mindsets are merging and the one path to purchase is dead. Shopsumer needs for control, connection and harmony are examined. The document advocates finding Shopsumer shifter insights through emotional research to enable needs across the shopping journey. It promotes asking MCCP for more details on their strategic approach.

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The group conducted a survey with over 400 respondents to analyze Durex's brand awareness and market share in the US compared to its main competitor Trojan. They found that while Durex is the top condom brand worldwide, it only has 15% of the US market due to significantly less advertising spending than Trojan. Trojan outspends Durex on US advertising by 26 times. The group concluded that Durex is not top of mind for US consumers due to being a foreign brand, limited advertising, and competing against the established Trojan brand. They recommended Durex utilize its global brand equity, increase US advertising, expand product offerings, and tailor messaging to different audiences.

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