NEW YORK, Aug. 12 What personality should a condom have? That was the question the brand team at Saatchi & Saatchi Wellness has answered with their new integrated branding effort for Durex. No surprise, the answer is sexy, fun and very, very interactive. The new tag line, "That's My Pleasure," reflects the new definition of the Durex customer: The Pleasurati.
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"Durex has a distinctive audience with a mature yet adventurous outlook on a healthy sex life," explained Saatchi & Saatchi Wellness Managing Director Jim Joseph. "We mined some intense strategic insights and paired them with a compelling creative platform to develop a campaign that allows the Durex point of difference to become the centerpiece of the brand. Our campaign celebrates our consumers' robust sex life and makes Durex their brand of choice for all their explorations."
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Simultaneous with the new marketing push, Durex introduces a new product, Avanti Bare, a new polyisoprene, non-latex, barely-there condom. All centered around a new micro-site, thatsmypleasure.com, Durex will be utilizing user-generated postcards and gym installations as well as print and online marketing in its efforts to support the Durex brand nationally and with special emphasis on key "sexually intense" markets. All roads will lead to the micro-site where consumers can explore their pleasures.
"This campaign represents a significant commitment from Durex to expand and grow our condom and intimacy brands in the US," said Steve Mare, Brand Manager for Durex in the US. "By clearly articulating our brand's identity and using multiple media channels, we will be able to connect with our customers across all touch points."
The national push for Durex will begin in mid-August with print ads in such publications as Sports Illustrated, Men's Health, Men's Fitness, Maxim, Details and others. The print will also be supported by banner ads which will drive consumers to www.thatsmypleasure.com. The site includes user-generated postcards and links to purchase Durex products on drugstore.com and the website sexualwellbeing.com.
Banner ads will appear on a variety of high traffic websites such as Comedy Central, CBS Sports, SpikeTV, Nerve as well as the online sites of print publications.
The 80-year-old Durex brand is the global leader in the condom market, which is doing quite well in these recessionary times. Saatchi & Saatchi Wellness just intends on giving it even more of a lift. So to speak.
About Saatchi & Saatchi Wellness
Under Jim Joseph's leadership, Saatchi & Saatchi Wellness (formerly Saatchi & Saatchi Consumer Health+Wellness) began a transformation in 2007 from an agency focused solely on healthcare advertising into a fully integrated wellness agency. The agency handles integrated marketing for clients along the entire wellness spectrum including Nexium, Ambien CR, Plavix, Durex, Frontline and Transitions, among others. The agency provides a full-range of marketing solutions including advertising, digital, direct, promotion and social marketing strategies. The agency was created to leverage the value of marketing wellness as a differentiator for healthcare, lifestyle, food and other brands. Saatchi & Saatchi Wellness is a unit of the Saatchi & Saatchi Healthcare Communications Group, part of the Publicis Healthcare Communications Group. For more information visit the agency's website at www.saatchiwellness.com, or its blog at www.saatchiwellness.blogspot.com.
SOURCE Saatchi & Saatchi Wellness
