Durex: building brand loyalty by meaningful marketing

Updated: Feb 8, 2019

Durex's guidelining principles make up its plosive name:

durability, reliability, excellence.

To the culturally aware consumer, you would think that Durex's playful brand image is far from universal. In fact, the opposite is true. Durex is a condom powerhouse that dominates the global market. It's well-established position as the most trustworthy condom acts as the grounding for a great consumer-based brand equity. Durex's success is not only limited to it's beginnings in the London Rubber Company's quality condoms in 1929. So, what is Durex's success and why did meaningful marketing make it happen?

Durex, AIDs, and Marketing

Durex relies on a brand loyalty that allows it to maintain it's hierarchal position. It's loyalty was not born out of a quality product (which is often the case), but a reverse: the brand is loyal to the people.

Durex's loyalty to the people relates to the brand being intrinsically associated with safe sex. Most importantly, Durex does not state "we are a good condom and so you should use us to practice safe sex" and leave it at that. Rather, it acts on it's claims by educating and campaigning about why safe sex is important. This is what gives it's marketing and brand real meaning.

Examples of Durex's social responsibility extend from the 1980's AIDs crisis when its products became more widely available. In 2012, it brought up the link again with its campaign to mark world AIDs day with its #1share1condom on Facebook and Twitter. Durex promised that for every share the hashtag generated on social media, a condom would be donated. Durex's statement from a press release in regards to the campaign's announcement:

"Even after 25 years of World AIDS Day events, the transmission of HIV remains a global issue. According to UNAIDS, 2.5 million people were newly‐infected with HIV in 2011. Durex is joining forces with HIV prevention organizations on a global scale to help drive the mission of the first HIV-free generation and has symbolically set its condom donation target at 2.5 million, which it hopes to reach by the end of World AIDS Day. Condoms will go to global and local charities that share its mission of combating HIV-transmission, including dance4life. Through it’s school programs, dance4life educates and mobilizes young people to stop the spread of HIV and AIDS."

(Cohen, Adweek, 2012).