Britain has one of the highest unwanted pregnancies in Europe between the ages of 16-27 years old. The concept is for Durex to take advantage of this gap in the market and rid the association condoms have being a typical “rubber” or “johnny”, with the campaign: “what Banana”.Aimed at 16-28 year olds, the humorous connotation of a banana associated to a penis, will also encourage an older audience.
The campaign will be nationwide, starting with an advert provoking curiousity, to make the audience think about their sexual desires: Are you a safe person? large person? Sensitive? Fun? Experimental? The advert is not only to make audiences think safe (by the playful tagline ‘use full protection’)but also think there is some ‘pleasure’ and ‘excitment’ in using Durex condom’s range.
Durex’s condom products are not publicised enough to consumers.Therefore consumers miss what is to be offered, and don’t know their are condoms suitable for their own needs and desires. Therefore this will follow up with product range adverts to gain awareness and interest to the public, in order for them to think next time their is a ‘product for me’. The advertisments will promote Durex’s range of condoms that they understand everyone is different.