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SUNDAY, NOVEMBER 22, 2009
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6

Durex Targets Heat-Seeking 'Pleasurati' in Condom Ads

Company paints itself as the pick of mature pleasure seekers

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(Newser) – Second-place condom maker Durex has rolled out a juiced up identity in its latest ad campaign, Advertising Age reports. Advertising execs—who say their research shows that market leader Trojan is seen as the "boy scout" condom and No. 3 brand Lifestyle as the choice of swingers—are aiming to sell Durex as the condom for the experienced pleasure seeker, or the  "pleasurati."

The move will build on the company's leadership in the sex toy market, which has helped build a product reputation for delivering "fun" and "experimentation accessible to both men and women," say brand managers. Being among the "pleasurati" is apparently more a state of mind than demographics. The Durex consumer is less likely to be a first-time condom buyer and is deeply involved with his partner, says a spokesman. "It's not about a random hookup," he adds.

Durex hopes to boost its market share and catch up with leaders Trojan, which command 70% of the condom market.
Durex hopes to boost its market share and catch up with leaders Trojan, which command 70% of the condom market.   (Shutter Stock)
One of the new Durex ads.
One of the new Durex ads.   (Advertising Age)
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When we took a look at Trojan, it's kind of the starter condom. It's the condom you use as a teenager. You're a good boy. You protect yourself.
- Saatchi & Saatchi exec Jim Joseph

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6 comments
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Spydiggity
Aug 12, 09 3:39 AM CDT
i'll buy whichever is cheapest. spend less on advertising so your rubbers cost less and we're good to go. your ads mean nothing to me. Reply
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IN RESPONSE:
Fondue
Aug 12, 09 8:15 AM CDT
Exactly. It's like advertising drinking straws.
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ruserious
Aug 12, 09 9:00 AM CDT
I had no idea that condom companies had images to uphold. Really? Reply
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Yourself
Aug 12, 09 10:45 AM CDT
how else are they supposed to sell condoms? by showing people behind church pews praying?? As for buying the cheapest kind, to hell with that, i wanna know i'm getting some worthwhile and not made for a dollar store. lol Reply
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IN RESPONSE:
ruserious
Aug 12, 09 12:06 PM CDT
And you find out whether it's worthwhile from an advertisement? That's what I am saying is somewhat humorous--not that they're advertising, but that they feel they have a specific image, other than simply a condom manufacturer.
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