Safety and closeness

Condom is one of the few product categories which were able to increase sales recently. László Pusztai, SSL Magyarország Kft.’s Durex category manager told our magazine that a large part of consumers decided to live their sexual lives more responsibly after the crisis broke out and this might project further growth for the future. Durex’s credo is that sexual well-being is the cornerstone of a healthy life. They support an open dialogue about sexual issues and they established an initiative called Durex Network, which builds communities all over the world and its objective is to promote protected sex and maintaining the sexual health of people.

In Hungary, Durex uses the A-HA programme to raise awareness of protected sex. This year Durex put several new products on the market: Durex Feeling focuses on the feeling of sexual closeness, Durex Fetherlite Ultima™ is 20 percent thinner than usual and Durex RealFeel™ is a latex-free condom. The launch of Durex RealFeel™ was supported with an extraordinary campaign: the company was looking for 5,000 official condom testers in newspaper ads and at job fairs, who received the new products for free and had to test it with their partners. Afterwards they had to fill in an online questionnaire about the product. Besides traditional communication channels, Durex focuses on web 2.0 activities too, so they launched the lovesexdurex.hu website. Secondary placements work really well with condoms, so display and tabletop stands generate higher turnover.