Durability, reliability and excellence. These are the key attributes survey, led by an independent research company. The
which have made Durex (the name is a combination of the core
brand traits) the world’s No. 1 condom manufacturer. More than
four billion condoms are sold every year and Durex accounts for
around 29 percent of this global market. The company is a market
leader in more than 40 countries. With a long legacy of investment
in marketing, research and development, the company is now
recognised internationally as the premium condom brand in terms
of quality, safety and reliability. The Durex brand is credited with
many developments in the condom’s modern evolution. These
include the first lubricated condom, the first anatomically shaped
condom and, more recently, the world’s first non-latex condom.
Durex also works with healthcare professionals, governments and
organisations including the World Health Organisation, UNAIDS
and United Nations Population Fund in promoting good sexual

health and the importance of consistent condom use to prevent
HIV and other Sexually Transmitted Infections (STIs).
The traditional business
The Durex brand is well known and well trusted. So was the company’s
marketing strategy. Condoms are most used by the 16 to 35 age group
– a group most at risk in terms of sexual behaviour. For an older target
group, the relevancy of Durex products wanes. This group is in a different
life phase and has different sexual needs. Most people over 35 are
married or in long-term relationships and therefore use other protection.
While brand name recognition in this group is still very high, the product
is no longer considered as relevant.
The traditional and ongoing challenge, according to Durex global
marketing head Mark Critchley, is to constantly attract new customers to
the company’s primary age group, 16 to 35, to compensate the natural
drop on the upper side, 35 plus. “We call it youth recruitment, we have to
keep attracting young consumers to the brand as older consumers use
Durex less because the condom is less relevant to them.” Critchley said.
Stretching the market
Rather than just replenishing the existing consumer base, over the past
few years Durex has taken the decision to expand its business concerns
into other areas of sexual well-being. Durex wanted to expand its
product base; to stretch the market by introducing products that would
be relevant to the lives of its older consumers.
The company started by researching potential consumers. In the past five
years Durex has polled more than a million of them, focusing on different
themes: concept level, users’ research (every time a new product is
launched the product is always tested with consumers before launching),
online research and also a comprehensive worldwide sexual wellbeing
Communication for Durex Play has also taken a
results showed that there was an opportunity for Durex different track. Durex has long used the internet to
to expand into new product categories, by shifting its communicate with young adults across the globe and
brand positioning from safer sex to better sex. provide them with safer sex information in their own
language. With Durex Play, however, the company
The goal for the company’s marketing team was therefore moved to use above-the-line communication
to expand Durex’s market and map out various products such as TV ads, a method not much used for these
which consumers want to use to improve their sex life. products before which again helped to change
The company also wanted to change the perception consumer perceptions about these goods.
of these products. “whilst the traditional sex toy in many For the younger target group, Durex’s communication
cases is effective, they look awful. We wanted to ensure focuses on education, prevention and encouraging
our products are well designed, effective and don’t look condom-use. Durex Play focuses more on the
pink and phallic.” Critchley said “The goal for Durex in slightly older audience, emphasizing the fun and
stretching the brand is to appeal to both males and experimental values.
female consumers, all our products therefore need to
be well thought through and relevant.” Playtime is serious business:
Durex Play Non-condom products have grown into a major
component of Durex’s key business concerns.
Coolbrands: David and Jorn in discussion with Mark Critchley
Durex needed to come up with a range of products that Starting from scratch less than four years ago, this
would be relevant to the 35 plus age group: a group product range is generating around USD 60 million in
concerned with better sex, rather than just using a revenue each year. The company has also become
contraceptive, given they are in long term (thus low risk) No.1 in the vibrating ring market and the number 2
relationships. The company formed the sub-brand Durex brand in the lubricant market.
Play, a new brand under the wings of Durex. Durex Play “In the future we hope that Durex will continue to
focuses on just this! The products in the Durex Play range play a major role in helping consumers be inspired to
are lubricants and devices. The brand also emphasizes try new things to improve their sex life ”.
different brand values, moving from durability,
reliability and excellence to more fun, playfulness and Play on…
experimentation.
This also shifted the tone of the company’s key
branding. “The Durex brand has always had a slight CEO Garry Watts | Number of employees 5,000 |
masculine brand personality,” Critchley said. “For the Company revenue € 500 million GBP (SSL worldwide) |
Durex Play brand this personality is more unisex. In our Brand values Unfailing, Authoritative, Approachable
communications this applies through the tone of voice and Proactive | Brand promise ??????? | Main
which is more feminine.” target group People who want trusted, tested, proven
products and services to enable and empower them
Durex Play also shook up the traditional distribution to take charge of, and enhance, their own sexual
method. The company wanted to change consumer wellbeing | Primary advertising media TV and Print
perceptions of these products. Where as before, they
were only sold in sex shops, Durex Play began making
them available in supermarkets and traditional chemists.

“Durex Play has helped to give permission and normalise
the buying process and thereby changed consumer
behaviour by making people feel less embarrassed
about buying lubricants or sex toys,” Critchley said.
“Because Durex is so well known, its recognition and trust
provides an element of reassurance to consumers.”