November 16, 2010
Company news: Reckit Benckiser and Euro RSCG
Reckitt Benckiser shifted global advertising for Durex to Havas' Euro RSCG Worldwide, Advertising Age reported. The brand was handled by Saatchi & Saatchi Wellness for a year before the Publicis consumer health shop resigned that business in May. Reckitt Benckiser bought Durex owner SSL International in July. Another SSL brand, Scholl, also went to Euro. Saatchi & Saatchi's work on the brand featured the tagline “What's your pleasure” and sought to lend sex appeal to the brand, which dominates the European market but trails Trojan badly in the US. Reckitt Benckiser did not return reporter calls by press time.