| Posters and Point-of-Sale |
||||
| Client | RECKITT BENCKISER(INDIA)LTD. | |||
| Brand | DUREX REALFEEL CONDOMS | |||
| Agency | Creativeland Asia | |||
| Description |
Durex had just launched its RealFeel condom range as part of its new philosophy ‘Love Sex’. RealFeel eliminated the lack of sensation that people felt when they used ordinary condoms, a problem that has been attributed historically to the low consumption of condoms. | |||
| Cultural Context |
1. Condom usage in India isn’t very high among young Indians despite great marketing efforts by the government and brands. Young people often indulged in unprotected sex, citing the lack of feel during sex using condoms. 2. Condom brands have been using explicit content in advertising. In a nation where sex is still a very private thing, explicit posters at chemists make people uncomfortable. |
|||
| Solution |
The idea was to visually represent that with RealFeel condoms one can feel the sensation really deep – in the heart, in the gut and in the mind. Beyond everything anybody else can claim. Condom advertising in India has used explicit content to sell its ware. With Durex RealFeel posters, the effort was also to communicate the benefit of the product without having to resort to ‘indecent’ content. | |||
.jpg)