After the sale of SSL International, the makers of Durex condoms, to Reckitt Benckiser the Durex brand is going to rebrand a little. "Love Sex. Durex." is the new tagline that's set to be introduced in the UK on the 25th of November.
The brand is trying to achieve a more sensual connection among customers. The global campaign that is going to involve TV, print and video is supposed to turn “the volume up on the magic of sexual connection” and mark “a strategic shift away from safe sex to more magical sex for the brand”.
The new direction has been created by McCann Manchester who have been running a lot of Durex UK marketing in the last few years. If you want to believe Durex' brand manager Richard Smith, it's going to be an interesting start into Durex' new life: “The new campaign researched extremely well. It was our best ever scoring Durex TV ad in pre-testing and clearly has the potential to help shift perceptions of the Durex brand.”