Premium condom maker Durex has always had an image of being a vital, vibrant and youth-based brand and it stands for the fact that responsibility, respect and safety can also be enablers to a fun and fulfilling way of life.
“Our consumers are intrepid – learning, exploring and experiencing life like never before, which drives Durex as a brand to be constantly innovative and create newer categories and brands. Our product range bears testimony to that,” says Rohit Jindal, Director-Marketing, Reckitt Benckiser.
“So it felt natural to us to launch Durex Jeans. It is a culmination of our intensive research and partnership with the world’s top creative minds, making it truly disruptive for the market,” adds Jindal.
On being asked why Durex is launching Durex Jeans when it has always been known as a condom brand, Jindal says, “Durex has a strong connect with the youth as it is a brand which is young, hip, adventurous, zesty and at the same time reliable and safe. Durex has been found to have the highest “top of the mind” recall amongst its targeted customer profile repeatedly.”
According to Jindal, Durex’s past brand image made a lot of sense to now launch Durex Jeans, which again is something strongly connected with the youth and to create a new product which is aligned to Durex’s reputation for exacting quality standards across all its categories.
The team is confident that this new product of Durex will have a tremendous connect with the youngsters who are already familiar with the product range and will also generate the interest of new users.
Sharing the experience of developing a new product in a new category, Jindal further says, “For Durex Jeans RB has got some of the world’s best designers to draw out the very essence of Jeans in keeping with the Durex style - right down to the signature blue color and the “twill” texture of the surface, which gives strength and elasticity, the driving elements of the power and pleasure that comes along with it and guaranteeing to be a perfect fit for the wearer irrespective of shape and body type. We promise the best fit to all, which is the primary driver in the Jeans category.”
Durex Jeans is a ground-breaking concept which encompasses all that Durex has come to be known for – youth, dynamism, responsibility, style, fun, comfort, adventure and it will be available at the nearest store. “We have had the finest global designers and technicians working on the concept and development, and we are confident of taking the market by storm with our new offering, Durex Jeans. Durex is expecting to create a huge ripple in the market with True Blue by Durex Jeans, which is a highly-differentiated offering when compared to their competitors and it is bound to become a buzzword with our target segment,” adds Jindal.
Jindal is confident of Durex Jeans promising exciting times ahead for its customers with their groove, convenience, ease, affordability and the ability to go on and beyond and resonate with the ever-present Durex quality.