SSL taps Saatchi Wellness for Durex US

Share this article:
SSL taps Saatchi Wellness for Durex US
SSL taps Saatchi Wellness for Durex US
Saatchi & Saatchi Wellness won the US integrated marketing account for Durex following a four-way pitch.

The consumer arm of Publicis' Saatchi & Saatchi Healthcare Communications Group bested Atlanta-based incumbent Fitzgerald & Co., a unit of Interpublic's McCann Erickson network, and two other agencies for the brand, owned by SSL International PLC. The account covers advertising, digital, CRM and retail promotion for the franchise, which includes condoms, lubricants and vibrators.

The agency will also handle the launch of Durex's new non-latex condom, Bare, making its debut in July. Bare is billed as an ultra-thin alternative for people who are allergic to latex, with a “soft-as-skin,” “next to nothing” feel. The launch campaign will put heavy emphasis on digital media, said Saatchi EVP, managing director Jim Joseph, “partially because that's where people find this information. It's an intimacy product, so there's privacy issues, and people look for that stuff online.”

Durex dominates the European condom market and boasts 30% of the global market, but trails Trojan in the US.

Durex brand manager Steve Mare said in a statement: "We were looking for an agency that understood the importance of connecting with our consumers across all touchpoints in all channels. Based on the agency's creativity and insight, Saatchi & Saatchi Wellness was the clear choice."

The New York shop, whose parent group recently rebranded in an effort to break out of the pharma agency world and play in the larger health and wellness arena, has shortened its name from Saatchi & Saatchi Consumer Health + Wellness for simplicity's sake.

“We believe we're now the pre-eminent thought leader in terms of marketing wellness, and we wanted our name to pinpoint that,” said Joseph.
Share this article:
You must be a registered member of MMM to post a comment.

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...