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Durex
Durex logo.svg
Condom box durex.jpg
A box of Durex Fetherlite condoms
Owner Reckitt Benckiser
Country United Kingdom
Introduced 1915; 103 years ago (1915) (as London Rubber Company)
Previous owners SSL International
Website Durex.com

Durex is a registered trademark name for a range of condoms originally developed and produced in the United Kingdom by SSL International. SSL International was sold to the Anglo-Dutch company Reckitt Benckiser in 2010. It is one of the best-selling condom brands across the world, with 30% of the global market.[1] In 2006, Durex condoms were the second best-selling brand of condoms in the United States, with Trojan condoms being the first.[2]

Durex's history dates back to 1915, when the London Rubber Company was formed. The brand name was launched in 1929, standing for "Durability, reliability, and excellence." In 2007 the last factory making Durex condoms in the UK stopped manufacturing and production has since moved to China, India and Thailand.[3] The modern range includes a wide variety of latex condom, including the Sheik and Ramses brands in North America,[4] and the Avanti condom. Durex also provides a range of lubricants and sex toys.

Although Durex was not an official sponsor of the Olympic Games, Durex provided 150,000 free condoms to more than 10,000 athletes that competed in the 2012 Summer Olympics in London. [5]

Durex in ChinaEdit

The official microblogging of Durex started on the Chinese Sina Weibo in January 2011.[6] The number of its followers is 2.65 million (in 2018) and the number of its microblogs is more than 20,000. Durex's homepagealso includes promoting Weibo microblogs.[7]

Durex's marketing in China is discrete, with campaigns of their products run subtly to complying with the requirements of social ethics.[8] In Chinese traditional cultural conception, sex is a topic that is best not to be explicitly put forward.[8]

Durex targets Chinese users on Sina Weibo aged from 20 to 40, and primarily men under 35 years old.[9] In 2011, Durex began cross-industry advertising tie-ins with the antivirus software company Trend Micro,[10] utilising the common themes of "antivirus" and "security."[11]

ReferencesEdit

  1. ^ "New Chapter in the 81-year History of Durex". 21 July 2010. Retrieved 17 April 2018. 
  2. ^ "What's the best-selling condom in America?". By Brendan I. Koerner - Slate Magazine. 29 September 2006. Retrieved 29 September 2008. 
  3. ^ "New Chapter in the 81-year History of Durex". 21 July 2010. Retrieved 17 April 2018. 
  4. ^ "First plastic condom for men becomes available next year". 14 October 1993. Retrieved 29 September 2008. 
  5. ^ Boyle, Matthew. "Top Secret: Durex's Olympic Condoms" Bloomberg Businessweek Retrieved on 20 April 2012
  6. ^ Fu, Ru; Li, Xihong. "Durex's New Media Marketing Strategy Analysis". digital marketing. Retrieved 12 March 2018. 
  7. ^ "Sina Weibo of Durex". Sina Weibo of Durex. Retrieved 12 March 2018. 
  8. ^ a b Zhou, Zaiyu. "Durex Digital Marketing Decoding". Sina. Retrieved 12 March 2018. 
  9. ^ "Durex Consumer Insights". InfoScout. Retrieved 12 March 2018. 
  10. ^ "cooperate with Durex". Trend Micro. Retrieved 13 March 2018. 
  11. ^ "Durex: Digital Marketing is everywhere". S-times. Retrieved 13 March 2018. 

External linksEdit