HISTORY

OF BRAND
DUREX
Speaker: Dorofeev
Alexey
Durex grew out of a completely different business. In 1915, the company
was called the London Rubber Company and its main income was products
for the hairdressers. Import and sale of condoms was one additional
direction of the company. However, seeing great potential here, Durex was
formed in 1929.

Today the company holds 35% of the condom market and works with more
than 150 countries.

 People mistakenly decoded the name as "Durable Latex", while the name
comes from another, somewhat similar abbreviation: Durability,
Reliability and Excellence - «прочность, надёжность и превосходство»
 Durex has become a recognizable and,
practically, an integral part of the life of any
developed society. The brand began to conduct
annual global research on sexual life on Earth. It
established and subsequently developed
programs that promoted safe and healthy sex.


 The company began to carry out a very

responsible and important mission - it began to
draw the attention of the inhabitants of our entire
planet to the problems and dangers posed by
AIDS, spending multimillion-dollar funds on
this.
.
In the world, Durex has become a kind of
promoter of healthy sex, constantly bringing
its innovative developments to the attention
of people. Thanks to the excellent quality of
its own products and the consumers'
association with safe sex, it still continues its
ascent in markets around the world.
MIX MARKETING - PROMOTION

Evolution of the general Durex promotion strategy

 80's : very sober publicity, strong control and no humour
 90's : less regulation, emergence of sensuality
 2000's : sex/protection is universal and concerns
everybody, democratisation of sex
 Today : fun and original and humour
 Different ways of promotion to transmitting their
message :
 Advertising and TV spot
 Differents poster campaign :
DUREX IS
ALSO FAMOUS
FOR ITS
VISUAL ADVERTISIN
 The text says enough. Clever.

LET'S BE HONEST, WE ALL

LOVE A GOOD CONDOM AD.
ITS THE BLEND BETWEEN
THE RISQUE AND
SCHOOLBOY GIGGLES THAT
MAKES THEM SO PERFECT.
THERE HAVE BEEN DOZEN
UPON DOZENS OF EPIC,
MEMORABLE DUREX ADS
AND COMMERCIALS OVER
THE PAST FEW DECADES-
BUT THESE 4 DESERVE
SPECIAL RECOGNITION:
IN THEIR ADVERTISEMENTS, DUREX OFTEN
REMIND THAT KIDS COST MONEY.
"ROGER MORE" (A PLAY ON THE FAMOUS 007 ACTOR MOORE) FOR DUREX
PERFORMA WHICH WAS BANNED IN THE UK, ALSO WON AN AWARD FOR BEST
USE OF TYPOGRAPHY AT THE ROSES ADVERTISING AWARDS 2004.
REALLY BIG
THIS POOR WOMAN HAD TO GET FIRST AID OVER TO FIX HER MOUTH
AFTER SHE, ERM, ATE SOMETHING REALLY BIG. SMART MARKETING.
SUCCESS PRINCIPLES:
- responsibility. The brand always carefully checks its own products
and therefore has become associated with completely safe sexual
relations;

- reliability, convenience and durability. These are the three guiding

principles that Durex adheres to in the production of its own products.
That is why its products are trusted;

- innovation. The company never ceases to amaze its own customers

with new developments that make sexual relations even more
comfortable and enjoyable.
BRIEF INFORMATION ABOUT THE BRAND:

 - date of creation - 1915;

 - country of origin - Great Britain; 
 - the company became the first manufacturer to offer consumers lubricated
condoms. It also began to produce condoms that were not created from latex; 
 - in more than 40 countries, this company is the undisputed leader in the sale of
products for a safe type of sex; 
 - Durex is deservedly considered number 1 in the world, its share in the world
condom market - 35 percent.
THANKS FOR
ATTENTION!