Durex in ‘brownie points’ PR push

Durex has launched a PR drive that aims to show how women use sex to get their own way – part of its first major marketing push into the ‘enhanced pleasure’ sector of the condom arena.

The two-month campaign for its Pleasuremax brand is being handled by Porter Novelli and will target key influencers such as radio DJs and columnists, using research measuring the scale of ‘reward’ women hand out for good deeds.

PR supports an ad campaign telling men they can earn ‘brownie points’ from their partners by using the ribbed condoms.

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