durex What’s wrong? Durex is stuck in a challenger position in the US, as Trojan largely dominates the condom category.
What they need? A buzz generating awareness campaign to increase their market share.
What did I do? I took to the streets to see how people felt about condoms in general. What did I find? Those suckers are weird, uncortable and kill the mood! “OMG the worst moment is when a guy is putting on a condom and you don’t know where to look or focus your eyes” Summer, age 23. “I never want to bring up using a condom because I feel like the girl will think I am a player, and I am worried that halting this hot sexy moment will keep us from actually having sex” Clint, age 26.
What I found? People don’t like to halt the moment to put on a condom. They feel that it is a mood killer.