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What needed doing
Durex was already hugely successful, known as the no. 1 condom brand in many markets.
So how could they build on this and create a platform for business growth? We realised that a new vision, positioning, identity and tone of voice could take the brand in a new direction, and give them the chance to build on their existing success and consumer trust.

It’s been something of a long-term relationship with Durex, and work that we’re especially proud of.

How we went about it
Durex has always stood for ‘durability, reliability and excellence’ (see what they did there?). Now, these are great qualities if you’re only about condoms and safe sex, but a brand strategy focused on recruiting 16 to 25-year-olds was limiting. By addressing a person’s entire sexual life span, Durex would grow further still on a global scale.

A shift in their focus from ‘safe sex’ to ‘better sex’, and redefining them as the experts in sexual wellbeing, was the way to go. We articulated a new vision, set of values, brand personality and tone of voice to bring this to life.

We evolved the brand mark, plugging the tiny hole in it (more appropriate for a condom company logo, we felt) and softening the letters. This was the first step to an identity that speaks of sexual wellbeing.

After creating packaging that made Durex the consumer signpost to the category, we worked with the global production team to make sure the colours were punchier and more consistent. We warmed the brand’s tone of voice from cold and clinical to knowledgeable and friendly, and brought Durex to digital life with various microsites.

Once we’d captured all this in a brand book, we turned our attention to what else Durex could do. It was selling vibes and lubes but we brought all the different products together under the Play sub-brand, including the new Play O gel for women. You can guess what that helps with.

'Bring to life the female orgasm!' is one of the best briefs we’ve ever had. We developed a brand movie to help the retail trade understand the need for Play O.

Results
Our work on the condoms packaging resulted in a much stronger, more impactful and gender-neutral range – without any cost increases in packaging materials or printing. High profile retailers had been very reluctant to stock sex related products prior to Durex making the concept of Sexual Wellbeing more accessible. The new look and feel of the packaging has opened up the retail sector making these products more normal and accessible purchases.