Durex to promote ‘revolutionary’ new condom launch with £3m campaign

Posted: May 9, 2014

Reckitt Benckiser has announced the launch of its ‘revolutionary’ new Durex RealFeel condom, which the company claims is the first condom which offers ‘the real feeling of skin on skin’. Reckitt Benckiser says that one of the barriers to condom purchase is the concern that they can affect levels of sensitivity, preventing sex feeling ‘real’ and as good as it should so RealFeel has been specifically developed using a softer, more elastic material than normal rubber latex (non-latex polyisoprene), which provides a more comfortable fit and delivers the sensation of skin on skin.

To get the message across, the launch is being supported by a £3m campaign aimed at getting consumers trialling and talking about RealFeel. It will include TV spots, a major investment in digital and social activation, a consumer PR programme, a sampling campaign and in-store activation across its retailers. There will also be a ‘RealFeel Challenge’ which will encourage consumers to ‘feel it to believe it’ and rate how just ‘real’ they feel. The campaign will run until the end of the summer.

“We know that whilst consumers look for the safety confidence that a condom offers, they don’t want to miss the enjoyment of the real feeling of skin on skin during sex,” said Mark Pearson, Reckitt Benckiser UK healthcare marketing director. “We are really excited about the launch of RealFeel as a product that truly delivers that real feeling of skin on skin.”

The product is available in packs of eight and 14, with suggested retail prices being £11.49 and £16.99 respectively. For more information contact your favourite Durex distributor.