Durex this week unveils a refreshed identity and packaging, as part of a bid to reposition the brand globally as a sexual 'wellbeing' product range. Repositioning work, previously undertaken by Jones Knowles Ritchie, was picked up by Elmwood when Durex head of global marketing Mark Critchley approached the consultancy in January 2006. Simon Preece, account director at Elmwood, explains that the need to sustain growth was one of the motivations behind the latest project. 'When you're the number one condom brand in most regions [of the world], it's hard to have sustainable growth. It's a case of "Where do you go from here?", says Preece. 'And, as most of the consumer base gets older and goesthrough different life stages, there's a continual [process of] youth recruitment, which is not really sustainable.' Armed with in-depth research from a global survey of 26 000 people on sexual health, Durex is planning a shift away from its p...
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