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    Durex

    Uploaded by

    Humberto Pantoja
    The document provides background information and design objectives for repackaging and point-of-sale design for Durex condoms targeted at 16-24 year olds. The goals are to differentiate Durex, increase young consumer sales, support repositioning as a mainstream brand for better sex, while maintaining broad appeal. Designs should portray condoms as natural and Durex as the expert, approachable brand. Packaging and displays must clearly differentiate product lines while maintaining consistency and hold multiple condoms or products.

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    Attribution Non-Commercial (BY-NC)
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    Durex

    Uploaded by

    Humberto Pantoja
    535 views3 pages
    The document provides background information and design objectives for repackaging and point-of-sale design for Durex condoms targeted at 16-24 year olds. The goals are to differentiate Durex, increase young consumer sales, support repositioning as a mainstream brand for better sex, while maintaining broad appeal. Designs should portray condoms as natural and Durex as the expert, approachable brand. Packaging and displays must clearly differentiate product lines while maintaining consistency and hold multiple condoms or products.

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    durex

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    The document provides background information and design objectives for repackaging and point-of-sale design for Durex condoms targeted at 16-24 year olds. The goals are to differentiate Durex, increase young consumer sales, support repositioning as a mainstream brand for better sex, while maintaining broad appeal. Designs should portray condoms as natural and Durex as the expert, approachable brand. Packaging and displays must clearly differentiate product lines while maintaining consistency and hold multiple condoms or products.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    535 views3 pages

    Durex

    Uploaded by

    Humberto Pantoja
    The document provides background information and design objectives for repackaging and point-of-sale design for Durex condoms targeted at 16-24 year olds. The goals are to differentiate Durex, increase young consumer sales, support repositioning as a mainstream brand for better sex, while maintaining broad appeal. Designs should portray condoms as natural and Durex as the expert, approachable brand. Packaging and displays must clearly differentiate product lines while maintaining consistency and hold multiple condoms or products.

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    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    Durex Design packaging, on-pack graphics and point of sale for Durex condoms, specifically targeted at 16 to 24 year olds

    BACKGROUND Durex is the No1 condom brand in the world. In the UK it accounts for around 80% of the total condom market. The current brand positioning is: To provide the highest quality barrier protection possible in order to meet the contraceptive needs and improve the sexual health of people worldwide. However, the brand is hoping to expand its range of products in the next few years and reposition itself to be recognised as: the expert provider of mainstream products which allow people to have a better sexual experience. DUREX RANGE Gossamer - This is the standard Durex condom, Extra Safe - Made slightly thicker and with more lubricant in order to give consumers added reassurance, Fetherlite Ultra fine condom to provide consumers with extra sensitivity, Elite - This is an ultra fine condom with extra lubricant for a truly sensual feeling, Select - Coloured and flavoured condoms to add extra fun to your love life, Ribbed - Condom with uniquely positioned ribs designed for greater sensation, Sensation - Condoms with a unique raised-dot texture to create extra pleasure and intensity, Performa - This condom contains a special lubricant that helps to delay climax and prolong sexual excitement for longer lasting lovemaking, Avanti - Made from a revolutionary non-latex material (polyurethane) which was developed for latex-allergic people. It is much thinner than other condoms giving consumers a more natural feeling. DESIGN OBJECTIVES Durex have a huge range of condoms your task is to design a complete display solution including packaging, on-pack design and point of sale targeted at young consumers (16-24 year olds). The ideal pack and point of sale will: Clearly differentiate Durex from its competitors Increase sales of Durex among young consumers (16-24 year olds) Aid the repositioning of the brand Maintain the brands appeal among all current Durex consumers

    Continued...

    YCN Live Award Briefs 2003/04 www.ycnonline.com

    durex continued
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    The packaging and point of sale should convey the following: Condoms are a natural part of having sex it should not be an embarrassing purchase. Durex is the expert brand in the field, it is the No1 condom in the world, and defines quality and trust in its marketplace. Durexs personality as Everyones sex expert. DESIGN CONSIDERATIONS You should create on-pack graphics for at least one of the Durex Brands. Bear in mind that your design should be generic enough so that it could be broadly applied across all of the brands. It is up to you to choose how many of the different brands you demonstrate your pack design across. It is critical that designs show clear differentiation between products in the range, highlighting product benefits, while still keeping some design elements consistent to maintain idea that it is a range. Your packaging concepts should be able to contain a minimum of three condoms. Pack sizes for Durex are 3, 6, 12, 18. Your point of sale display solution should be a stand-alone unit, perhaps to be positioned on a shop counter or elsewhere within a retail environment. It should be able to hold a minimum of nine Durex variants with a depth of 12 packs of condoms. Single product displays could be considered as an option with one facing, but holding 12 individual packs. TONE OF VOICE The Durex tone of voice is of a sex expert, but not patronising or judgemental, it is the person who you would approach for the best sexual advice, whether it is which condom to use, which sexual positions to try, etc. Durex is approachable and is there to liberate you and give you the confidence to have better sex. Although Durex is based on scientific expertise, it is critical to remember that it is all about sex, and sex is exciting! CREATIVE REQUIREMENTS Designs for packaging construction for the Durex range of condoms which clearly differentiate them from the competition. Pack graphics which leap off the shelf and appeal to young consumers. Point of sale which fits with the pack design and attracts consumers to the fixture.

    Continued...

    YCN Live Award Briefs 2003/04 www.ycnonline.com

    durex continued
    page 3 of 3

    MANDATORIES The Durex Logo (available at www.ycnonline.com) The relevant sub-brand name The number of condoms in pack Legal copy and logos BSI, ISO 4074:2002, SABS, recycle symbol (available at www.ycnonline.com) Head office address (available at www.ycnonline.com) Barcode (on back panel only) Lot code and best before date (examples available at www.ycnonline.com) ADDITIONAL INFORMATION Visit a local chemist, supermarket or pub to understand the current environments in which Durex condoms are sold. Also look at www.durex.com/uk to familiarise yourself with the current range and designs. DELIVERABLES Please adhere to the main deliverables guidelines at www.ycnonline.com You should also read the guidelines governing submissions at www.ycnonline.com and must complete and submit entry forms and item labels also available at the website. JUDGING OF WORK AND AWARD INFORMATION Work will initially be examined and assessed by Mark Critchley and Eric Folliot of Durex and Chris Lees of McCann-Erickson. They will prepare feedback on submissions, draw up a shortlist of outstanding work and allocate their 1500 award pool and agency placements accordingly and at their discretion. Further award information can be read at www.ycnonline.com. These shortlisted pieces of work will then go forward to the panel charged with deciding which submissions will be allocated a ROCKET, the ultra-desirable new award for creative excellence, designed by Nick Crosbie for YCN. Full details on both the ROCKET and the panel can be found at www.ycnonline.com Shortlisted submissions will be published in the annual YCN book.

    YCN Live Award Briefs 2003/04 www.ycnonline.com

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