During the 1900s, a thinner latex version appeared, some sensitive chap thought to add lubrication, and the industry began to manufacture condoms that were anatomically-shaped. A quick jaunt down to the chemist today can have you considering all sorts of things you may never have realized about the size, shape and length of your package – not to mention your brand.

Although we currently have Trojan, Kama Sutra, Safeguard Forte, HT Special, Mondos Yantra, Hot Rubber, Kohinoor, Fiesta, Boy’s Own, Duo, Gay Safe and LifeStyles, Durex is one of the oldest and among the top-selling brands worldwide. It’s been registered as a mark since 1929 (under the London Rubber Company) when a mere handful of brands were available.

The original name still defines the positioning for the brand (the Durex name is a combination of its qualities: durability, reliability and excellence). However, Durex also wants us to think of the brand as sensual, sensitive, and fun.

Although their packaging and logo don’t connote fun or even necessarily sensuality, their consistent use of fun, sensual images in advertising (such as, young couples in various stages of lovemaking, silly cartoon figures dancing around and groups of friends enjoying a night out) is meant to enhance the fun, sexy message and make the consumer feel relaxed about the purchase. The safety assurances crucial to condom choice are not stressed as heavily.

Condom use has always increased around negative events: war, unwanted pregnancy, and prevention of diseases in general and the outbreak of AIDs in particular. But interestingly, the very purpose of condoms doesn’t help move product – that is to say, promoting condom use to prevent AIDs or pregnancy is too negative of an angle. For instance in the late eighties, the British government launched a “Don’t Die of Ignorance” campaign in direct response to the AIDs epidemic, which is okay for a government but not terribly cheerful for a brand. Therefore Durex stresses the freedom inherent in using a condom (without saying from what you are freed).

Since condom use typically begins young and the role of the brand is very high for condoms, Durex heavily targets young people, using youth media such as MTV, the Internet, free samples on campuses, and sponsoring youth events.

Another way Durex creates interest in its brand and guarantees press attention is by publishing its annual sex survey. The survey of 5000 participants with ages varying over the years across 14 countries allows Durex to behave as the leader in condom-related information – reinforcing the feeling that you’re in good hands with such an experienced, knowledgeable brand owner as Durex.

And although Durex does very well globally, one of its biggest challenges has been to break into the US market against the Trojan brand. The attack began in the nineties when Durex started a slow phasing out of its other brands (Sheik and Ramses) by placing the Durex logo in increasingly large proportions on the package until it was able to do away with the sub-brands altogether. Now a glance at condom retail space in an American drugstore will reveal a healthy choice between Trojan and Durex, a handful of LifeStyles and perhaps a generic, store-owned brand. The process is still underway in Canada.

Another challenge for Durex can be seen in the inconsistent packaging and positioning of the brand worldwide. For instance in the US, the Durex package displays a dark-colored swirl fading into a black background whereas in Hong Kong the package colors are swirling purple, red and blue with a scripted “comfort” across the package... Definitely more feminine than the usual black or gold look to condom packaging in the West (for heterosexual targets). The different positioning is a sign that Durex needs to concentrate next on a consistent worldwide strategy.

But all this is a good sign pointing to Durex’s global growth. As a result of a merger in 1999, Durex became part of SSL International Group, which also own Scholl shoes, Marigold rubber gloves and OTC pharmaceutical products. And the last decade has seen an acquisition of local condom brands in regions worldwide. It still faces a mighty battle to defeat Trojan in the US but Durex’s staying power is proving to be quite impressive.

Robin D. Rusch lives and works in New York City.