Why Durex wants to be seen as ‘more than just a condom brand’

Durex is the biggest seller of condoms in the UK market. In fact, it holds a 26% global market share and distributes over one billion products every year. There is just one problem – it wants to be known for much more than that.
While the brand insists its values and focus on quality have not changed since its conception in 1915, it has been trying to bring the brand to life differently and evolve in line with people’s attitudes towards sex.
Durex’s global senior brand manager