Analysis of Durex Invisible Campaign in India

1. Bringing Innovation To Live
Brand: RB’s Durex Invisible
Campaign: #ForgetCondoms | Agency: Havas Creative India

2. Competitive Landscape

3. Brand: Durex
USP: Brand Innovation, along with quirky & bold communication
WHY DUREX
● Brand Innovation:
○ Durex doesn’t come out with #MeToo flavors
○ Consistently coming out with new products addressing the consumers’ needs identified through research
○ Recent product launches (condoms) in India include: Durex Invisible, Durex Mutual Climax, Durex Air
● Brand Communication:
○ Quirky product launch campaigns; creating buzz on social media
○ Quirky posts on social media; driving engagement through moment marketing and beyond
● Ideology
○ Other competitors are playing on the bolder, wilder communication angle
■ The same is reflected in the packaging of the products
○ Durex doesn't believe in objectifying women in campaigns, treats men and women equally
○ Focus is less on how it looks and more on how it feels
○ Values: Open, honest, messy, fun

4. Competitors: Skore, ManForce, Kamasutra
Category: Male Condoms | Functional Need: Birth Control
Core Competitors
● Category Attributes
○ Same functional need
○ Same format
● Competitor Products
○ Skore
○ ManForce
○ Kamasutra
○ Moods
○ Carex
○ Playgard
Other Competitors
● Category Attributes: Same functional need | Different format
● Competitor Products
○ Oral Contraceptive Pills: e.g. Saheli, Unwanted 21 Days, Yasmin
○ Female Condoms: e.g. Velvet, Confidom, Cupid, VA WOW, Ormelle
○ Emergency Contraception Pill
○ Contraceptive Ring
Note:
● Other solutions include hormone based methods, Intrauterine devices etc
which have not been considered as a competitor for now

5. Competitors: Skore, ManForce, Kamasutra
Category: Male Condoms | Functional Need: Birth Control, Safe Sex
BRAND
Category: Condom
Functional
Benefit ( Y / N)
Emotional Benefit Imagery
Beyond Benefits
Creative
Link
Skore N Equality: Condom is not
just a men’s product
Bold
Naughty
https://bit.ly/34RDySB
ManForce N Social Responsibility #ProtectChildhood https://bit.ly/38ev2PF
ManForce N Playful, fun, exciting Youthful https://bit.ly/3eezTRN
Skore N Pleasure
Variety
Flavors
Objectifying women
https://bit.ly/35Ux7x9

6. Keyword Research: Condoms & other competitors
Durex’s competitors are searched more frequently
● Most Searched Brand Queries:
○ 10K – 100K: manforce condoms, skore condoms, mood condoms
○ 1K – 10K: (Durex) durexindia, mutual climax
● Top Searched Condom Categories:
○ 10K – 100K: flavored condoms
○ 1K – 10K: ribbed condoms, ultra thin condoms, thinnest condoms, thick condoms, chocolate condom, long lasting
condoms, dotted condoms
● People search with Brand Ambassadors as well
○ 1K – 10K: Sunny leone condoms
● Female Condoms are the next most searched category among competitors
○ 10K – 100K: female condoms
○ 1K – 10K: oral contraceptive pills, emergency contraception pill
○ 100 – 1K: contraceptive ring

7. Campaign: #ForgetCondoms

8. Durex Invisible: #ForgetCondoms Campaign
RB’s Durex asked people on social media to forget condoms
● Research: Durex Global Sex Survey 2017
○ Findings: #1 reason of avoiding condoms is reduced pleasure
● Pre-Launch Communication:
○ Exactly 1 year before the launch, Durex Invisible was teased
on Ad.Parody on Instagram and Twitter
○ Created a buzz by launching the campaign #ForgetCondoms
○ Influencer Network: Celebrities including @vikrantmassey87,
@varunsood12, @banij, @beyounick, @Radhikaofficial,
@KalkiKanmani added to the buzz by talking about it
● Brand Innovation and Launch:
○ Developed a very thin condom; thinner than any other in India
○ Launched video on social media
● Post-Launch Communication:
○ Product Video creative was followed by influencers talking
about it, followed by quirky creatives

9. Business Objective: Grow The Brand
Looking at the Growth Equation

10. Opportunity & Segmentation

11. Category 1: Birth Control, Safe Sex Solutions
Opportunity: Campaign is trying to create differentiation to stand out
Visionary Royal
Ropewalker Party Pooper
Emerging Category Established Category
EmergingBrandEstablishedBrand
BrandAwareness
Category Penetration

12. Category 1: a. Birth Control Solutions
Opportunity: Campaign is trying to create differentiation to stand out
Get Who What Do They Seek Get Them To Do What In Place Of
What
Probability
To Win
Users of products
other than condoms
● More pleasure
● Better experience
● Birth control
● No side-effect
Use ultra-thin condoms,
particularly Durex Invisible,
become loyalists to the brand
Non-condom
contraceptives
High
Non-users of condoms are more likely to be seekers of higher pleasure & better experience
Their willingness to experiment with newer products make them a more attractive TG

13. Category 1: b. Safe Sex Solutions
Opportunity: Campaign is trying to create differentiation to stand out
Get Who What Do They Seek Get Them To Do What In Place Of
What
Probability
To Win
Users of men’s
condoms of other
brands
● More pleasure
● Better experience
● Birth control
● No STDs
● No side effect
Use Durex Invisible, &
become loyalists to the brand
Other Men’s
Condom
Brands
Medium

14. Category 2: Birth Control Solutions
Campaign is trying to get non-users of condoms to buy Durex Invisible
Visionary Royal
Ropewalker Party Pooper
Emerging Category Established Category
EmergingBrandEstablishedBrand
Category Penetration
BrandAwareness
● For a TG defined as the non-users of
condoms, birth control may still be an
emerging category
● Non-barrier contraceptives such as
contraceptive pills are relatively
established products with brands such
as Saheli & Unwanted 21 being the
popular choices
● As Ropewalkers, Durex Invisible has a
trifold challenge:
■ Increase the category; i.e get
non-users of any solution to start
using ultra-thin condoms
■ Increase sub-category (condoms)
■ Move to a visionary position & gaining
market share

15. Category 2: Birth Control Solutions
Opportunity: Campaign is trying to create differentiation to stand out
Get Who What Do They Seek Get Them To Do What In Place Of
What
Probability
To Win
Users of products
other than condoms
● More pleasure
● Better experience
● Birth control
Use ultra-thin condoms,
particularly Durex Invisible,
become loyalists to the brand
Non-condom
contraceptives
High
Non-users of
contraceptives
● More pleasure
● Better experience
● No side effects
Use Durex Invisible, &
become loyalists to the brand
Unprotected
sex
Higher
Non-users of contraceptives are more likely to be attracted by the #ForgetCondoms campaign
because of their primary need of uninterrupted, pleasure experience, without side-effects

16. Category 3: Men’s Condoms
Campaign is trying to safeguard its position & drive loyalty
Visionary Royal
Ropewalker Party Pooper
Emerging Category Established Category
EmergingBrandEstablishedBrand
Category Penetration
BrandAwareness
● Among the regular condom users,
Durex has held the position of a Royal
-- an established brand in the
established category of men’s
condoms
● The brand enjoys this position
because of its ability to innovate and
bring out products based on the users’
requirements
● Durex Invisible is one such innovative
product by Durex to:
■ Further deliver on its brand promise
■ Safeguard its position
■ Drive loyalty
■ Win the market share from the
competing products

17. Get Who What Do They Seek Get Them To Do What In Place Of
What
Probability
To Win
Condom loyalists of
other brands
● More pleasure
● Trust in brand
● Value
Use Durex Invisible, become
loyalists to the brand Durex
Other condom
brands
Medium
Swing users (not loyal
to brands)
● More pleasure
● Value
● Reason to believe
Use Durex Invisible, become
loyalists to the brand Durex
‘Any’ condom High
Existing users of
Durex Condoms
● More pleasure
● Something new
Become loyalists & advocates
of Durex Invisible & Durex
- Very High
Category 3: Men’s Condoms
Campaign is trying to safeguard its position & drive loyalty

18. Segment Outlines: Demographics
Hypothesizing need & acceptance based on age & region
AGE: 15 - 49 year olds
⨯ Teens (15 - 18 y.o)
○ Less propensity to spend
○ Legal age being 18, brand will not target
⨯ Youth (18 - 21 y.o)
○ Still new with the idea of physical
intimacy
○ Might not be willing to buy a high-end
product
○ Less propensity to spend
● Young Adults: (21 - 25 y.o)
○ New earners with change in life phase
○ Open to experimentation
○ Likely to become a consumer
● Adults: (25 - 35 y.o)
○ Looking for better experience with the
partner
○ Open to experimentation
○ More propensity to spend more and buy
high-end products
● Middle Age: (35 - 40 y.o)
○ Less appetite for experimentation
○ But might want to have better experience
with reducing frequency
⨯ Upper Middle Ages: (40 - 49 y.o)
○ Lesser appetite for experimentation
○ Very limited sexual activity
REGION
● Metros: Highly
aware | Willing to
experiment
● Other Tier I / II
Cities: Moderately
aware | Less willing
to experiment
⨯ Tier III Cities /
Rural Areas: Less
aware | Not willing
to experiment

19. Segment Outlines: Psychographics
Hypothesizing need & acceptance based on attitudes & interests
ATTITUDE
⨯ Economical: Don’t want to spend a lot on condoms. End up buying cheapest one or skip buying
⨯ Conservatives: They are bothered by the social stigmas associated with sexual intimacy
○ Skip buying condoms due to lack of privacy at condom-selling stores
○ Don’t discuss sexual health related issues openly, &/or reveal about pre-marital sex
● Non-Believers: Don’t believe that condom provides protection because of personal or known
person’s experience of conception despite protection or condom tear
● Pleasure Seekers: Pleasure & satisfaction is highly important to them, second to nothing. They are
even willing to experiment with new products / no products in quest of pleasure
● Mr Sometimes: They may / may not understand the importance of condoms but, at times, resort to
unprotected sex due to experience or because of unavailability of condom at the moment
● Safety First: Safety is of utmost importance to them. They will not resort to unprotected sex
● Family Planners: They are trying for conception and would not be using protection
INTERESTS
● Hobbies:
Those who indulge
in:
○ adventure sports
○ trekking
○ couple spas
○ couple massage
therapies
They are more likely to
develop interest in the
product

20. Segment Outlines: Need States
Hypothesizing need & acceptance based on usage
NEED STATE DEMAND OCCASIONS
Safe Sex
Pre-marital sex
Sex with a sex worker
Sex wih partner while not planning a baby
Higher levels of
satisfaction & pleasure
Past experiences of unsatisfactory sex for either partner
First time with an experienced partner
DESCRIPTION
While they may like to experiment in general, but
they won’t do it at the cost of safety
Higher drive to perform & experience more
pleasure motivate them to try new products & /
or ‘forget condoms’

21. Competitors: Skore, ManForce, Kamasutra
Category: Male Condoms | Functional Need: Birth Control, Safe Sex
BRAND
Category: Condom
Functional
Benefit ( Y / N)
Emotional Benefit Imagery
Beyond Benefits
Creative
Link
Skore N Equality: Condom is not
just a men’s product
Bold
Naughty
https://bit.ly/34RDySB
ManForce N Social Responsibility #ProtectChildhood https://bit.ly/38ev2PF
ManForce N Playful, fun, exciting Youthful https://bit.ly/3eezTRN
Skore N Pleasure
Variety
Flavors
Objectifying women
https://bit.ly/35Ux7x9
○ Other competitors are playing on the bolder, wilder communication angle
○ Durex doesn't believe in objectifying women in campaigns, treats men and women equally
■ Focus is less on how it looks and more on how it feels
■ Values: Open, honest, messy, fun

22. Communication Brief: Durex Invisible Condoms
● The category is exploring social messages of equality & social responsibility, or is
playing on the emotional benefit of fun & exciting at the cost of objectifying women
● Durex stands for
○ equality for men & women; will not objectify women in its creatives
○ fun, honesty, and openness
○ providing customers the experience that they desire; basing its products and communication around the Global Sex
Survey
● Durex is trying to occupy the white space of innovation to provide unparalleled
satisfaction for both partners, without compromising on the safety

23. Communication Brief

24. Communication Target Segment
Super Consumer: 21 - 34 y.o | Metro Dwellers | Pleasure Seekers
Open to experimentation
Driven by the desire of better
experience with the partner
Adults
(21 - 34 y.o)
living in metros

25. Communication Challenge
MINDSET
BEHAVIOR
CURRENT DESIRED
Insight
COMMUNICATION CHALLENGE: I want to convince my super-consumer that ...

26. Communication Challenge
MINDSET
BEHAVIOR
Wearing condom leads to reduced enjoyment
with my partner & there’s nothing that I can do
about it
I can now have highly satisfactory & enjoyable
sex with the ultra-thin condoms
For enjoyable sex, we need to resort to
unprotected sex. We can use contraceptive pills
later to prevent pregnancy
My partner & I will now use Durex Invisible –
the thinnest condoms in India – that give the
feeling of wearing no condom at all
CURRENT DESIRED
COMMUNICATION CHALLENGE: I want to convince my super-consumer that Durex Invisible is so thin that one can hardly
feel its presence, thus leading to a more enjoyable but protected sex.
Insight
As a sensual & loving, but caring partner, I am always torn between enjoyment and protection when it comes to my
sexual activities with my partner

27. Brand Ladder
What Defines The Product
What Is The Core Unique Product Truth
EMOTIONAL
BENEFITS
FUNCTIONAL
BENEFITS
PRODUCT
ATTRIBUTES
What The User Gets Out Of It
How Does The Brand Reward The Consumer
As A Result Of Its Utility / Ability To
Stimulate The Physical Senses
What The User Feels
What Feelings Are Associated With The
Brand Experience?
How Does It Make The Consumer Feel?

28. Brand Ladder
What Defines The Product
What Is The Core Unique Product Truth
EMOTIONAL
BENEFITS
FUNCTIONAL
BENEFITS
PRODUCT
ATTRIBUTES
What The User Gets Out Of It
How Does The Brand Reward The Consumer
As A Result Of Its Utility / Ability To
Stimulate The Physical Senses
What The User Feels
What Feelings Are Associated With The
Brand Experience?
How Does It Make The Consumer Feel?
● Super ultra thin
● Regular silicone lube
● Teat ended, smooth shape
● Straight walled
EMOTIONAL
BENEFITS
FUNCTIONAL
BENEFITS
PRODUCT
ATTRIBUTES
● Natural skin on skin feeling
● Maximize sensitivity
● Smell pleasant
● Delightfully Satiating
Sexual Experience
● Takes relationship to next
level of intimacy & passion

29. Brand Solutions
Big Idea: Don’t choose between enjoyment & protection anymore
EMOTIONAL
BENEFITS
FUNCTIONAL
BENEFITS
● Anxiety-Free: No tension of conceiving or catching STDs
● Satisfaction & Delight: Delightfully satiating sexual experience
● Safe Sex: Prevention from STDs | Prevention from getting pregnant
● Feeling of No Condom: High sensitivity. So thin, providing skin on skin feeling
● Smell pleasant
REASONS TO
BELIEVE
● FACT: #1 reason of avoiding condoms is reduced pleasure (~ 70%) [Durex Global
PRODUCT ATTRIBUTE: Thinnest Condom in India
● PROXY CELEBRITIES: @vikrantmassey87, @Radhikaofficial, @KalkiKanmani, etc

30. Communication Brief: Durex Invisible Condoms
Get Who What do they Seek? Get them to do what? In Place of What?
Users of products other
than condoms
● More pleasure
● Better experience
● Birth control
Use ultra-thin condoms, particularly
Durex Invisible, become loyalists to the
brand
Non-condom contraceptives
Non-users of
contraceptives
● More pleasure
● Better experience
● No side effects
Use Durex Invisible, & become loyalists
to the brand
Unprotected sex
Condom loyalists of
other brands / swing
users
● More pleasure
● Trust in brand
● Value
Use Durex Invisible, become loyalists to
the brand Durex
Other condom brands
Existing users of Durex
Condoms
● More pleasure
● Something new
● Become loyalists & advocates of
Durex Invisible & Durex
● Increase frequency of use
-
OPPORTUNITY
● Competitors: CORE: Skore, ManForce, KamaSutra, Moods
OTHERS: Oral Contraceptive Pills (Saheli, Unwanted 21 Days), Female Condoms: (Velvet, Confidom)
● Competitor Communication: The category is exploring social messages of equality & social responsibility, or is playing on
the emotional benefit of fun & exciting at the cost of objectifying women
External: Opportunity & Competitor Analysis

31. Communication Brief: Durex Invisible Condoms
● Target Segment: Adults (21 - 34 y.o) living in metro cities, driven by the desire of better & more pleasurable sexual
experience with the partner, and willingness to experiment for this pleasure
● Insight: As a sensual & loving, but caring partner, I am always torn between enjoyment and protection when it comes to my
sexual activities with my partner
● Communication Challenge: I want to convince my super-consumer that Durex Invisible is so thin that one can hardly feel
its presence, thus leading to a more enjoyable but protected sex
● Brand Purpose: Durex stands to challenge the social stigma & norms around sex. It wishes to be a lighthouse for young
people searching for positive depictions of sex. It promises equality for men & women, and leads by choosing to not
objectifying women for sex
● Personality: Durex not only relentlessly seeks to reject & overturn the status quo with its bold, confident, & visionary
outlook, but also promises to make sex fun & safe with its open, honest, fun, & messy appeal
● Brand Benefits: FUNCTIONAL: Prevention from STDs & from getting pregnant
So thin that one can barely feel the presence of condom
EMOTIONAL: No tension of conceiving or catching STDs, Delightfully satiating sexual experience
● Reason To Believe: Celebrity & influencer endorsements
India’s thinnest condom, ensuring more pleasurable experience
Internal: TG, CC, Insight, Solutions

32. //End of Document//