Pasante calls in help to challenge Durex

The largest provider of condoms to the NHS has brought in PR support as it attempts to take on the overall market leader Durex.

Pasante Healthcare has appointed Midnight Communications to promote the brand in the consumer market.

The condom market has been dominated by Durex since its launch, but Midnight will position Pasante's product range as the younger, more trendy alternative.

'Consumers still have the perception that that the market leader is the best option despite there being a number of alternatives,' said Midnight Communications founder Caraline Brown.

Pasante is the second largest supplier in the UK. More than 20 per cent of all condoms used in the UK every year are by Pasante.

The campaign will initially target 16- to 30-year-olds and will include activity aimed at students. The agency will target women's and men's lifestyle media, including student magazines.

The account will be headed up by Midnight consultant Lisa Pantelli, who joins the agency this month from Mantra PR.

Teenage sex continues to make headlines in the national press, not least in the Daily Mail. A recent story in the paper referred to a 'timebomb generation' of teenagers 'hooked on casual sex, drugs and binge-drinking'.

But Pantelli insisted: 'It's not difficult to promote these products positively. Sexual health isn't a taboo subject any longer. An anti-promiscuity campaign just wouldn't work.

'We need to be realistic that teenagers are having sex and we need to make sure that they are doing it safely.'

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