Durex’s Clever “69” Newspaper Ad

Durex has creatively incorporated the number “69” into their advertising, most notably by making newspaper ads that visually represent the number to promote sales and rebranding efforts.

Durex’s Clever “69” Newspaper Ad

Durex was founded in 1929 as a brand name of the London Rubber Company.The London Rubber Company was established in 1915. Today, the Durex brand is owned by the British company Reckitt Benckiser.

Durex has maintained a strong presence in the global condom market since its founding in 1915.

Market Leadership

Durex is one of the world’s top condom producers, holding around 30% of the global market share. In many regions, it’s a market leader.

Growth in Sales

Durex witnessed a 30% rise in sales in the fiscal year 2021. Condoms accounted for 60% of the company’s revenue, up from 49% the previous year.

Dominance in Specific Markets

Durex holds around 40% of the global condom market in Europe and much of Asia, including China. In Vietnam, Durex has 55% brand awareness, compared to 30.5% for another brand.

Innovation and Market Dominance

Durex’s ability to innovate helps it remain dominant in the market, with at least one new launch each year.

Sales Volume Durex sells almost three billion condoms every year.

Durex holds over 30% of the global condom market share, making it one of the best-selling condom brands worldwide.The global condom market is predicted to grow to over $11 billion by 2023.

Some of the Intresting Campagains of Durex

Global Rebranding (2019)

In 2019, Durex underwent a global rebranding with the tagline “Good Sex. Liberated,” using a vintage 1969 feel to celebrate its 90th birthday. The rebranding aimed for simpler and more straightforward communications.

Newspaper Ad

Durex created a newspaper ad that visually represents “69”.

69 Campaign

As part of the rebranding, Durex launched the “Durex 69 campaign,” incorporating the vintage 1969 look. They wished consumers a “Happy 69er Day!” encouraging them to have fun and stay safe.

Target Audience

The campaign targeted individuals aged 18 and older interested in having a good and safe time.
‘

69 Big Bang Sale’

Durex also launched a “69 Big Bang Sale” with discounts on various products. In February, they offered 69% off on all Durex products.

Durex balances wit with sensitivity by respecting cultural norms while adding a personal twist. They also weave educational messages into humorous stories, subtly encouraging open conversations.

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The brand adopts a non-judgmental, universal, and respectful approach when talking to consumers about sex and condom usage, promoting the fun and healthy side of sex. Humor, simplicity, and metaphors allow the brand to be implicit about sex and pleasure.

Durex ads often have a twist, and humor is used to lighten things up. By choosing a social or educational angle, Durex creates greater depth and relevance for their brand.