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It did. It sold on the plank of 'pure protection'. But the brand also achieved fairly good trials, and a good many conversions---many of them for its ultrathin variant on the 'feel' attribute of latex quality. It was good enough to command a premium over KamaSutra. By the time the brand hit Indian airwaves with its magnificently tasteful TV commercial, 'Around the world, love speaks one language', it had won itself a fairly dedicated set of users in India's big cities. The urban sophisticate was listening. Curiously, however, the brand made it almost a point to avoid any reference to the possible meaning of the brand name---if at all it was the fusion of two English words, one starting with 'dur' and the other ending with 'ex', as the urban sophisticate guessed. For a long period, the brand went silent. Saying very little, or nothing at all (letting the 'one language' take care of its own word-of-mouth presumably). And then, suddenly, it has bounced back into the public domain---with a new variant, Durex Performa, intriguingly designed with an hourglass on the pack and an ad campaign that bends backwards to grab attention. The brand deserves to be congratulated. Not just for its creativity, but for its strategic focus. At last. Durex is finally doing what it ought to have to begin with: going beyond the generic sales proposition to 'position' the brand in consumer mindspace on a benefit. That too, a benefit it could claim uniquely as its own, thanks to its brand name. Durable sex.
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When
Durex, one of the world's best known condom brands, came to India, it
entered a market that had already been 'spoilt' by KamaSutra. It was
almost inevitable that Durex would bore the target consumer with dowdy
global talk about quality and reliability and so on.