„Tina, how much are the condoms?“ Many people still remember this question from cashier Hella von Sinnen and the embarrassed reaction of the customer played by Ingolf Lück in a sex education advert from 1989. For young people in particular, buying condoms is still associated with embarrassment. In September of this year, the condom brand „Durex“ launched new, more discreet packaging on the market, which is intended to make the act of buying condoms easier for young people in particular.
Is it really that bad for teenagers?, Contraceptives in the shop, the condom brand from Reckitt Benckiser (RB) learnt from a competent source. In co-operation with the youth magazine „Bravo“, a study was conducted on the topic. In fact, the survey revealed that 20 per cent of young people had already decided against buying condoms because they were embarrassed. As many as four out of ten young people reported having stopped buying condoms in a shop because they felt embarrassed. The moment at the checkout was described as particularly unpleasant.
How could the Condom purchase easier for the younger generation? was the question asked at Durex. Packaging has been identified as a key element for this. Condoms are usually sold in folding boxes. Perhaps it would be better if the exterior were more reminiscent of chewing gum or sweet wrappers, was the assumption.
The idea was realised for the „Durex Original“ brand. Eight Condom letter are now packed in a resealable pouch. Unlike folding boxes, it is now possible to carry or store the pack inconspicuously without individual condom sachets flying around unchecked.
YouTube star contributed to the design
Durex adapted to the needs of the young target group not only in the type of packaging, but also in the design. To achieve this, the company enlisted the help of a „YouTuber“ who has a direct line to the young target group“ Jonas Ems. The 21-year-old reaches around 2.5 million subscribers with his videos.
The Social media star designed the packaging in co-operation with Durex. The result was a high-quality look in shades of blue. The design was also rated by the readers of „Bravo“ and was well received. „46 per cent of participants feel less embarrassed about buying condoms with the new designs,“ says a delighted Durex.
The launch of the newly packaged contraceptives was accompanied by a social media campaign, with Jonas Ems naturally taking centre stage. In addition, customers were also able to use the hashtag „#noshame“ report on their experiences in the relevant channels.
Young men or women who didn't like the Jonas Ems design were presented with an alternative at the drugstore dm. In the meantime, there was a limited edition with different colours for men and women. In the classic style, male customers were presented with blue packaging in Jeans look offered, while young women are offered a playfully designed Packaging in pink should be inspired.
