Durex Plans Book

Natalie Episcopo

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Angelica Ross

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Kelsey Stratton

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Alissa Strong Rachel Williams

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Think. Talk. Love. Campaign

December 12, 2011 Reckitt Benckiser Durex Consumer Products, P.O. Box 921485 Norcross, GA 30010 Dear Mr. Stephen Mare, Thank you for including Rank A in Durex’s future campaign plans. We are thrilled to have the opportunity to share our vision for Durex with you.

For years, Durex has been a world leader in the condom industry, serving its consumers durability, reliability, and excellence. Rank A seeks to take Durex one step further in the American condom market: increase Durex condom sales while determining a more solid direction for an upcoming campaign.

Now, Durex has the opportunity to empower sexually active females 18-34, in heterosexual relationships, who understand condoms are necessary for sexual health but have chosen not to use them.

The following plans book details Rank A’s proposed introductory campaign for Durex. Included is a summary of the primary and secondary research efforts, discussions of campaign and marketing goals, as well as creative and media outlines.

Rank A believes this campaign to be realistic and built on sound research and strategy.

We look forward to collaborating with Durex.

Sincerely,

Kelsey Stratton Rank A Group Manager

121 Carnegie Building University Park, PA 16802

121 Carnegie Building, University Park, PA 16802

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ranka@gmail.com

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814.555.5656

ranka@gmail.com

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814.555.5656

TABLE OF CONTENTS Executive Summary.....1 Introduction.....2 Situation Analysis.....2 SWOT.....8 Consumer Group Profiles.....9 Target Profiles.....12 Campaign Goals and Objectives.....16 Creative.....18 Media.....22 Budget.....31 Reach and Frequency.....32 Timing Issues.....34 Promotional Strategy.....35 Estimated ROI.....36 Campaign Benchmarking and Contingency.....36 Summary.....37 References.....39 Appendices.....43

EXECUTIVE SUMMARY Rank A recommends the “Think. Talk.

Love.” campaign that targets sexually active females, 18-34 years old, involved in heterosexual relationships.

Through encouraging discussion about overall sexual wellbeing, the proposed campaign would aim to enhance the target audience’s sexual and relationship health, leading to the eventual purchase and use of Durex condoms.

Secondary research provides statistics that show those in a relationship are less likely to use condoms than those who are not in a relationship (Woolf and Maisto 690). Because many women view sexual intercourse as a bonding mechanism, women in committed relationships are more likely to place relationship enhancement above self-protection (Woolf and Maisto 690). Conversely, primary research showed that many of these women would negatively judge heterosexual men who do not use condoms. In addition, the overall findings in primary research suggest that conversation is still compartmentalized, with only one or two specific themes discussed at one time.

Rank A views these findings as opportunistic, giving Durex the chance to empower these women to “practice what they preach” and reinforce the importance of safe sex through condom use.

The recommended media strategy will use a pulsing media schedule over the period of one year. In order to launch the discussion of the role of condom use in relationships, the campaign will capitalize on the concept of spring rejuvenation, concluding with a strong promotional emphasis around Valentine’s Day. Rank A proposes to reach the target market by utilizing magazine and various forms of online advertising, as the target audience responds best to these media. Importance will be placed on the frequency of the advertisements as it is imperative to reinforce the discussion.

The creative strategy will aim to encourage the use of Durex condoms as an integral part to a happy and healthy sexual relationship.

Overall, the campaign will acknowledge the importance of condom use as a way to strengthen the relationship by showing the importance of open communication.

Through this introductory campaign, Rank A looks to increase Durex condom sales while determining a more solid direction for an upcoming campaign.

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INTRODUCTION

SITUATION ANALYSIS

Durex is a company that has a strong presence worldwide, holding the title of the top condom brand in international markets. However, Durex does not hold this title in the U.S. and is second in market share to their leading competitor, Trojan. This deficit could be due to the negative misperception of Durex condoms. Some see them as lesser quality than Durex’s competitors because they were distributed for free in cities (Craig).

Client

Rank A will target sexually active, heterosexual women who are 18-34 years old through the creative and media campaign, “Think. Talk. Love.” This audience was formulated through extensive primary and secondary research in which several key insights were found.

Secondary research shows that women in relationships may not feel confident negotiating condom use and therefore are less likely to suggest condom use (Woolf and Maisto 691). However, these women are also part of the Millennial generation, an age demographic nicknamed “Generation Scold” for their advocation of contraception use (Grose). Primary research found that online discussion about sexual health, contraception use, and condom use is compartmentalized without an overall view of the situation. These findings illuminated two different reasons for lack of condom use. Some believe that condoms are a “mood killer” while other consumers get caught up in the “heat of the moment” without ensuring that a condom is readily available.

Through fluid media and creative messaging strategy, Rank A would like to empower women to consider an overall view of a healthy sexual relationship while promoting the significant role of condom use within that picture.

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In 1915, L.A. Jackson founded the London Rubber Company (LRC) in the U.K. to sell imported condoms and other health care supplies. The LRC registered the Durex trademark in 1929, which was derived from the words durability, reliability, and excellence (“Durex Popular”).

In 1999, SSL International, a U.K.-based multinational company, acquired the Durex brand. Since then, Durex products are sold in over 150 countries and is the leading condom brand in more than 40 countries (“History”). Durex holds 40% of the market share worldwide (Fontanella-Khan). With such a strong international reputation, Durex has an opportunity to increase sales within the U.S., which is currently ranked 6th among the heaviest condom users in the world (Neporent).

In 2010, Reckitt Benckiser bought SSL International in order to drive growth within the health and personal care sector (Sandle). Reckitt Benckiser added Durex to the Powerbrand category, which consists of globally leading brands in high-performance categories (Sandle).

Since the start of the company, Durex has been one of the most innovative leaders in the condom market.

Durex introduced electronic testing as part of the condom production process; it also created the first male non-latex condom with the invention of the Durex Avanti®. In addition, Durex was the first condom brand to have a website, launched in 1997 (Collier 319). In recent years, Durex focused its research efforts on a person’s sexual wellbeing, “physical, emotional, and sociological factors” (“Durex Wellbeing”). Administering

a global survey of over 26,000 people in more than 26 countries, Durex gained insight into how to improve sexual wellbeing among couples and what drives sexual satisfaction (“Durex Wellbeing”). A key finding of Durex’s survey was the importance of emotional health and its significance in allowing partners to feel happy and confident (“Durex Wellbeing”). As a result, in 2007, Durex began to change its brand image to be “softer, warmer and less masculine” in order to alter consumer perception of Durex as not just safe sex, but better sex (Whitehead). According to Durex Play® managing partner, Fiona Kirwan, one of the main focuses of Durex is “giving people the tools they need for a more enjoyable sex life” (“Durex Play”).

Following this image change, Durex continued to move away from advertising condoms strictly as a means of protecting against unplanned pregnancies and sexually transmitted diseases to focusing on sex as an exciting experience in its most recent campaign. The “That’s My Pleasure” campaign launched late summer 2009, targeting the more experienced user and seeking to transform Durex into a force in the U.S. condom market (Neff, “Marketing”).

condoms; their condoms hold up to 22 more liters of air than required in testing (“Durex History”). If a single condom sample does not pass one test, the whole batch will not leave the factory (“Durex History”). Moreover, Durex is constantly searching for new trends in sexual behavior and researching new ways to improve their products. Consumer health and trust are Durex’s main priorities (“Durex History”). According to CondomDepot. com, three types of Durex condoms were listed on the top ten “World’s Best Condoms 2011 Review.”

A box of 12 Durex condoms typically ranges from $8.99-$13.79 and comes in a variety of textures, sizes, colors, and tastes (“Durex Condoms”). Products such as Performax® and Avanti Bare® capitalize on individual preferences when purchasing condoms; Performax® offers a climax-controlling lubricant and Avanti Bare® is the first male condom made from ultra-refined polyisoprene for those with latex allergies (“Durex Condoms”). Once focused solely on the importance of using condoms to prevent sexually transmitted diseases and pregnancy, Durex has recently recognized another side to condom use: the fun side.

Market Product Durex offers a complete range of lubricants, personal massagers, and condoms. With over 80 years of experience in manufacturing condoms, Durex strives for innovation and quality with all of their products (“Durex History”).

Each line of Durex condoms is produced with the finest quality material—Durex was the first condom brand to create its own “seal of quality” (“Durex History”). Each Durex product surpasses international standards for

In the early 1980s, major advertising campaigns used print media to promote condoms as a way to protect against AIDS. Saatchi & Saatchi was one of the first to use television and radio to promote the use of condoms for AIDS prevention (Collier 299). Condom sales increased every year until 1994 when media attention to the AIDS pandemic began to decline. In response to the sales decrease in 1994, manufacturers changed the tone of their advertisements from scary to humorous (Collier 303). However, “[w]orldwide condom use is expected to continue to grow” (Collier 432), evident in sales figures 3

within the U.S. In the last quarter of 2008, condom sales rose 5% and an additional 6% in January 2009 as compared to the same period the previous year (Jones).

focus on the topic of sex include magazines such as Cosmopolitan, as well as television shows such as Sex and the City, 16 and Pregnant, and Teen Mom.

Additionally, offering branded accessories is a new trend in the marketplace. These may accompany the use of condoms, such as lubricants, or be used alone, like enhancement toys, while other products may work in tandem. Durex offers all of these products as part of their Play® brand (Neff, “Marketing”). A trip to a drugstore or supermarket reveals that other competitors in the sexual health field also offer various types of enhancers. Trojan and LifeStyles sell vibrating rings and personal massagers. Similarly, KY Brand Jelly produces lubricants that “add to the big moment.”

Technology and people’s perceptions about how to address sex will continue to develop and change. There is a firm base for discussion, as evidenced by the high number of users that openly discuss sex online. If one person clicks the “like” button on the Durex page, it is displayed to their entire network; some are not afraid to show they appreciate Durex.

Furthermore, there are multiple forums to encourage people to talk more freely about their sexuality.

Currently, the Durex USA Facebook page has 42,742 “likes” with 658 people actively talking about Durex USA on Facebook (“Durex USA”). The Durex brand page boasts 349,898 “likes” with 4,281 people discussing Durex on Facebook (“Durex Facebook”). In comparison, Trojan Brand Condoms has 872,632 “likes” and 9,626 people actively discussing Trojan condoms (“Trojan Facebook”). There has also been a push from Durex, encouraging couples to speak more candidly about their sex lives. Durex enlisted former Playboy girlfriend, Bridget Marquardt, to inspire these couples to write about their “sexcapades” on the company’s Facebook page through their “Get A Room” campaign (“Bridget Marquardt”). Durex is advocating couples to experiment and become more vociferous about these “sexcapades” (“Bridget Marquardt”). There are other online forums to encourage discussion, as well, such as Twitter accounts and personal blogs. Additional mainstream outlets that 4

Competition In its most recent campaign, Durex focused on sex as an exciting experience rather than solely advertising a product from the standpoint of protecting against sexually transmitted infections and unplanned pregnancies. However, their top American competitor, Trojan, has also recognized this for years. With campaigns full of light-hearted imagery and male libido, Trojan has successfully dominated the U.S. market share at 75% while Durex only owns 14% (“Top Condom”).

Trojan appeals to new condom buyers with their “boy scout” of condoms image (Neff, “Durex”). Due to Trojan’s solid brand positioning and image, it is a strong competitor for Durex as Durex just began to define its position in the market.

Lifestyles is another condom brand that proves to be some competition to Durex. Lifestyles’ parent company, Ansell Limited, holds 8.5% market share in the U.S. (“Top Condom”). A box of 12 Durex condoms typically ranges from $8.99-$13.79, while a box of 12 Trojan or Lifestyles condoms generally ranges from $9.99-$13.99 (“CVS”). As the condom category is competitively priced, cost is not a primary consumer motivation. Like Durex,

Trojan and Lifestyles condoms also test above industry standards (Brownstein).

Problems In addition to other condom brands, alternative forms of birth control also offer a challenge. Although contraceptive choices vary greatly with age, the pill is the most widely used method by sexually active women younger than 30 years old as well as among women living with a partner (“Facts on Contraceptive”).

Alternative forms of contraception offer women control.

From 2006-2008, “Facts on Contraceptive Use in the United States” conducted a survey of over 38 million women in the U.S. who use contraception. The survey found 28% of contraceptive users use the pill, followed by tubal sterilization at 27%, and then the male condom at 16%. See Appendix C for the complete table.

Another problem Durex must overcome in the U.S. in order to continue gaining market share is perceived quality. As a result of partnering with health departments in publicly financed condom distribution programs, Durex condoms were distributed in various cities such as New York and Washington D.C for free (Craig). College students’ perceived the free Durex condoms as more likely to “pop or break” when compared to competitor Trojan and Durex was also thought of as a “cheap brand” in relation to quality (Craig). Although Durex is made from top quality materials and surpasses industry testing standards, their current consumers are not convinced.

Durex has worked to help set the standards for the condom industry and this should be known among the public.

Uncontrollable Factors Unfortunately, there will always be uncontrollable factors

that could potentially derail the momentum that Durex and the sexual health field have built. Governmental sanctions in the realm of sexual “abstinence only” education juxtaposed with advertising for sexual health products may create some tension among viewers and television networks. Currently, the government holds a policy that states: “Obscene broadcasts are prohibited at all times while indecent or profane broadcasts are prohibited during certain hours” (“Broadcast Advertising”). The FCC maintains that “[b]roadcasters are responsible for selecting the broadcast material that airs on their stations, including advertisements” (“Broadcast Advertising”). As such, some networks, like NBC, state that they will run condom advertisements during the final prime-time hour as long as the advertisements are related to disease prevention (Elliott). However, online policies are different in that websites are able to better control targeting. Thus, websites like Hulu.com are able to show advertisements that are not able to air on television (Elliott). If Rank A and other agencies are not careful to disseminate appropriate material, these sanctions may change at any time, resulting in firmer stipulation set forth by the government. Rank A will always keep society’s sensitivities and attitudes in mind and is prepared to adapt and plan for many different message formats and media.

Furthermore, religious views concerning sex and contraceptive use are uncontrollable. However, religion is playing a smaller role in the use of contraceptives.

Calvin Goldscheider and William D. Mosher report that “the decline in the influence and centrality of religion implies [...] a reduction in the indirect effects of religion” and that there is an “overall decline in the influence of religion on choices persons make about childbearing and contraceptive practices” (102). Moreover, Pope Benedict 5

XVI has stated that the use of condoms is permissible if used to prevent diseases (Quinn and Kington). He also states that condom use is “a first step in a movement toward a different way, a more human way, of living sexuality” (Quinn and Kington). Such statements show that the pope’s religious community is aware that the benefits of condom use can outweigh the consequences of not using them. As always, Rank A will be mindful of the campaign messages and focus on overall sexual health.

A final uncontrollable factor is overcoming unprotected sex. Despite the risk associated with this choice, condom use among adults in the U.S. is relatively low. A national household-based probability survey of 1,786 sexually active adults in the U.S. reported that only 19.7% of all respondents used condoms during their most recent sexual encounter (Woolf and Maisto 689). In addition, condom use within a current relationship was reported at 17.5%, which is lower than reported use outside a relationship at 44.5% (Woolf and Maisto 689). In correlation, Woolf and Maisto make use of other studies that found relatively low rates of condom use among heterosexual college students. Wingood and DiClemente suggest in their study that because of the sexual division of power, women who feel they lack power to change a sexual situation are less likely to negotiate condom use (Woolf and Maisto 690). For these women, unsafe sexual behavior is more likely to occur. In addition, these dynamics are also thought to increase while in a long-term relationship (Woolf and Maisto 690). Many women view sexual intercourse as a bonding mechanism. Therefore, when it comes to safe sex behavior, women in a committed relationship are more likely to place relationship enhancement above self-protection (Woolf and Maisto 690). It will be a challenge to overcome this negative stigma. Rank A must take care to show that using condoms is key to a healthy relationship.

Moreover, Durex must show consumers, specifically women, that suggesting to use condoms is empowering for them and their relationship, not disconcerting. Sexual health and wellbeing will always need to be a factor in the advertising executions for this campaign.

Consumer An index is a number used to describe the potential of a market. A high index (110 or over) is considered to be favorable. Simmons Choices 3 determined several important indices when looking at the condom market from November 2008-December 2009. Using a sample of 13,636 women, ages 18-34, Rank A analyzed variables including education, salary, employment, and number of children in relation to using condoms and the type of condoms used (if any). Rank A felt that the traditional relationship definitions given by Simmons (i.e. “Single,” “Engaged to be Married,” “Married,” and “Divorced”) does not fit the proposed target audience, therefore this demographic category was not included in the Simmons analysis.

Rank A found that those who completed college or more indexed high for using condoms (111), using Durex condoms (120), using other Trojan (121), and using other brands (110). Those who completed high school only 6

indexed high for using Magnum Trojans (125) while those who did not graduate high school indexed high for Trojan Her Pleasure (139) and other brands (153). Lastly, those who completed college indexed high for using condoms (115), Trojan Her Pleasure (122), Trojan Magnum (112), and other brands (142).

Additionally, those who earned less than $20,000 per year indexed high for using Durex (135), Trojan Magnum (121), and other brands (198). Those who earned $20,000-$39,999 per year indexed high for using Trojan Her Pleasure (134) and Trojan Magnum (120). Lastly, those who earned $40,000 or more per year only indexed high for using Other Trojan (111).

Those who had children only indexed high for Trojan Her Pleasure (118) while those without children indexed high for using condoms (111), other Trojan (138), and other brands (111). Those who had 1-3 children indexed well across all areas, indexing higher for using Durex (181) than any other brand.

Homemakers indexed high for using condoms (123), using Durex (183), and using other Trojan (140). Those employed full time indexed high for using condoms (112), using Durex (111), using Trojan Magnum (113), and using other Trojan (118). Lastly, those employed part time indexed high for using condoms (119), Trojan Her Pleasure (133), and other Trojan (116).

Please refer to Appendix E to view these index numbers in chart form.

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STRENGTHS WEAKNESSES OPPORTUNITIES

THREATS

S W O T

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Durex is world’s leading condom brand but also still recognized within the U.S.

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Already pushing for exciting image for knowledgeable partners with “Pleasurati”

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Variety of merchandise; top accessory brand in the U.S.

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Ranks high in online consumer reports

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Widely distributed

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Financially solvent

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“Cheap, not reliable” brand perception due to free distribution in communities

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While only second in the market, it is significantly behind Trojan

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Those in relationships less likely to use condoms, creating a hole in the market

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Generation Scold aware of importance of condoms

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Women open to communicating online

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Spending power to change image

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Emphasis on fun, exciting image

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Trojan is major competition, representing 75% of the American market share

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Alternatives to use: alternative forms of birth control

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Overcoming unprotected sex

CONSUMER GROUP PROFILES To many consumers, image is everything. To some of Gen Y, labeled by researchers as “Generation Scold,” promiscuity is baffling—they want to be seen as sexy, not trashy (Grose). As a whole, they have little tolerance for those who do not use condoms, deeming them “immature” and “idiotic” (Grose). Generation Scold has no sympathy for those who “behave without caution” because they “should know better” (Grose). Seen as fun, youthful, and confident, they are youthful, healthoriented, and independent (Grose).

Generally speaking, men and women ages 18-34 years old fit into the “Millennials” generation. This generation has also been called the Digital Generation, the Choice Generation, and Gen Y. All of these different names usually refer to emerging adults and younger adults in today’s society. This generation is one of the few generations that grew up playing team sports after school. One of the defining differences between Gen Y and previous generations is that in this group, everyone received trophies just for participating in the sport/ game (McCann 6). They were generally encouraged that they were “special” and that they could be whatever they wanted to be. Now, as emerging adults, they seem to differentiate themselves from previous generations in the work force, too. Many Baby Boomers obtained jobs, married, and moved out of their parents’ home as fast as possible to assert their independence; Millennials are a little less motivated to move away immediately (McCann 13). Much higher numbers are going to college after high school graduation and Millennials are generally delaying the time they finally move out of their parents’ homes and/or marry (McCann 3). This being said, it may be in the campaign’s better interest to profile the target audience based on what type of relationship they are in

and the current role of condoms in that relationship.

Primary research explored the motivations behind women’s use of contraception and the general perceptions of contraception and condom use. Due to the perceived sensitivity of the topic, the research was conducted through a content analysis of interactive websites, including blogs, comments, conversational websites, and Twitter. A code sheet, available to view in Appendix A, was produced through findings in secondary research. Themes relating to current sexual issues, such as forms of contraception, were included with demographic information, including gender and relationship status. In order to ensure intercoder reliability, one website was chosen from a Google search at random and coded by all participants. For reliability between each coder, see Appendix A. The sample was generated over one week, from October 17, 2011 -October 21, 2011, through multiple Google searches that included key words like “condom blog,” “contraception blog,” “sexual health,” “women’s opinion on condoms,” and more.

The results were entered and analyzed using IBM SPSS Statistics 19. The total sample size consisted of n=135 units, with 5.2% from websites, 14.1% from blogs, and 80.7% from comments on websites and blogs. Due to the nominal nature of the variables, chi-square tests were utilized. To view the sample size, p-value, and degrees of freedom for each test ran, please refer to Appendix A. There were three significant motivations for conducting primary research. First, Rank A wanted to discover the affective motivations of the consumers, including consumers’ perceptions about condom use and what the implications were for their relationship. Previous 9

research demonstrated that those in relationships were less likely to use condoms (Woolf and Maisto) despite knowing better (Grose).

The content analysis shows that the only categories that are statistically significant in terms of perception is gender, specifically females, and their perception of men who do not use condoms. However, there was no significant reason for such perceptions (i.e. monogamous relationship, does not “feel good,” etc.) given behind this perception.

However, the descriptive statistics from the analysis tell a unique story that should not be ignored.

From the blogs and websites in the content analysis, there are three main reasons why men and women do not use condoms. For the blogs that these comments relate to, 10.4% of men and women do not use condoms because they are in a monogamous relationship while 11.1% of men and women claim that sexual intercourse does not “feel as good” when using a condom. In addition, 14.1% cited different reasons.

Within this “other” category, a quarter of the respondents mention 10

“killing the mood” (reducing the sexual experience), while 13% said they had no condoms readily available at the time of intercourse. Alternate reasons include wanting to become pregnant, allergies to materials, “been tested” (knowing they are STD/STI free), and financial cost.

Next, condom use and contraceptive use were viewed as two separate entities to differentiate between the overall category and the specific product. It was found that although condoms are traditionally viewed as male contraception, and likewise for women and the pill, there is no statistic to prove that the gender of the individual determines the type of contraception they use.

Additionally, whether an individual is in a relationship or single does not determine why they are using (or not using) contraception and the content analysis did not find a link between contraception used and the reason for use in general. However this does not suggest there is no reason behind the decisions made.

It is interesting to note the lack of relationship between contraception and gender, suggesting that women are viable candidates for marketing the male condom.

Additionally, there was no statistical relationship between the form of contraception used and the reason behind contraception used. However the sample size of the data was too small to accurately make any statistical claim. Descriptive statistics show that 46.7% of samples did not apply to the discussion about reasons for condom use, but the second leading classification at 27.4% included “Both STD/STI and Pregnancy Prevention” as their reason. Rank A defines this category in the language of the consumer as “be safe.”

Since Durex has a specific product in the contraception

market, the content analysis is further explored through the research found on condoms. It was found that the relationship status of an individual (single/in a relationship) does not determine the reason for why they do not use condoms. Also, the gender of the individual does not imply why they do not use condoms. The brand is not determined by the gender of the purchaser and the factors that play into purchase (i.e. partner and personal preference, type size, aisle anxiety, etc.) are not determined by an individual’s gender. Additionally, the relationship status of an individual does not determine the factors for brand purchasing decisions

Ultimately, Rank A found discussions to be compartmentalized; the discussions were not integrated and organized as originally believed. Findings demonstrated that sexually active individuals generally were not talking about why they do or do not use condoms. Overwhelmingly, people caution others to be “safe” and “responsible” but there was no current, extensive discussion as to why or how. As such, Rank A still does not know the level of significance of condom use that consumers hold in their minds. Overall, the idea of sexual wellness is catching on but people were dividing the discussion online into specific topics; not every potential subject was discussed in every source examined. Therefore, one could argue this target audience does not see wellness as an overall picture and instead picks and chooses what to talk about in regards to sexual health and reasons for using condoms.

Although this research provides additional insight to supplement the secondary information, some issues were encountered. Due to the segmentation of conversation, much of the data collected only applied to certain information on the code sheet. This lead to a large volume of ‘Not Applicable’ entries. When these entries were excluded from analysis, the sample size was greatly reduced. If further research were to be conducted, these issues would need to be addressed.

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TARGET PROFILES Each featured female is 18-34 years old, living in an urban environment and considers herself in a committed relationship. Rank A understands that the definition of commitment cannot be clearly defined for every woman and that there are different stages to every relationship. Whether each woman has been with her significant other for three months, or three years, we look to continue the idea of optimal sexual health, while promoting Durex, through every stage of her relationship.

Through primary research, Rank A discovered that, when applicable, the most widely used reason for not using condoms was that condoms “killed the mood,” or were not conducive to enjoying the pleasurable experience. Additionally, the second most popular reason for not using condoms was that there were no condoms readily available. Thus, Rank A feels that there is little to no discussion between couples before sexual activity about the role of condoms as contraception, especially as they relate to the future of the relationship (i.e. consequences of pregnancy or sexually transmitted infection).

Rank A feels that a non-traditional approach to defining a target audience is most appropriate due to the complexity of relationships. Although women typically define themselves as “single,” “in a relationship,” or “married,” Rank A must consider that every couple, like the individuals within the relationship, is unique. Thus, Rank A has created three primary target profiles based on the reasons for condom use as they relate to the individual woman as well as her communication within her relationship. Each profile is based on Max Weber’s Ideal Type, which is “a mental image which is constructed by means of certain selected, one-sided viewpoints and is consequently unreal” (Bruun 209). Each woman is grouped according to similar characteristics that represent the ideal representation of a person. These characteristics are “fictional in nature” and “cannot be found empirically anywhere in reality” (Kim). While the target audience groupings are not real people, they are based in reality and can represent a wide grouping of women. Rank A finds it best to understand these women through the characters of Sex and the City—a show the primary target audience relates with and is a telling cultural portrayal that depicts the multiple facets of the modern woman and her relationship.

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...Carrie The female that closely resembles Carrie is categorized as an “Experiencer” in the VALS system.

Experiencers quickly become enthusiastic about new possibilities but are “equally quick to cool” (“Experiencer”). Due to her love of fashion and the perception that others place on her, she spends most of her money on what is in style and likes to spend time in social settings (“Experiencers”). While she perceives herself to be consistent, she is a dynamic human being who is constantly changing. This change is reflected most in her current partner; her relationships, like her fashionable sensibilities, are a reflection of who she is at any given time. She is the type of person who is as dedicated to her relationship as she is to her career. While she is dedicated to work, she also gets caught up in the romance of the person she is dating. Carrie personifies the women that Wingood and DiClemente found in their study; she views sexual intercourse as a “bonding mechanism” and therefore is more likely to place relationship enhancement above self-protection (690). As such, she is hesitant to have a discussion about condom use with her partner.

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Charlotte...

The female that closely resembles Charlotte is a “Thinker” in the VALS system. She is a mature, reflective person who values social decorum, knowledge, and responsibility (“Thinker”). While Thinkers tend to uphold traditions, they still are open to considering new ideas (“Thinker”). Charlotte “plays by the rules” in the sense that she sees herself in a traditional family, consisting of a husband and children, in the future. While Charlotte has such strong values, she she has difficulty balancing them with the openness of moern relationships. Because she does not want to alienate her partner and “kill the mood,” similar to a large percentage of people found in primary research, Charlotte is hesitant to preempt a sexual moment with a conversation about purchasing and using condoms.

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...Miranda The female that closely resembles Miranda is an “Achiever” in the VALS system. She is “motivated by the desire for achievement” and lives a goal-oriented lifestyle with a deep commitment to her career (“Achievers”). She values predictability and stability and strives to “demonstrate success” to her peers (“Achievers”). Because Miranda is such a driven person with a strong desire to protect her future goals, she often is the dominant partner in her relationships. Similar to her career mindset, her relationships emphasize her personal growth over her future with her partner. As such, she is very likely to discuss the relationship and its areas of contention. However, she occasionally gets caught up in the spontaneity of the sexual experience and a condom is not always readily available. This is the second most talked about reason among research respondents about why they did not use condoms.

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CAMPAIGN GOALS AND OBJECTIVES Marketing Goals To increase Durex’s market share by 2% in the U.S. with a one year campaign that targets sexually active, heterosexual women ages 18-34 in relationships.

Increasing overall market share for Durex is the main marketing goal of this campaign and can be segmented into three parts.

With a branded message, Rank A hopes to increase the number of women in the target audience that discuss sexual wellbeing in a relationship by 6%. To consider this campaign a success, Rank A would like to increase the amount of the target audience that uses condoms by 4% and that buys condoms by 2%.

Recommended Campaign Timeline Rank A proposes launching the campaign in March. This is the time when new beginnings are highlighted; women are thinking about getting into shape for the summer and healthy lifestyles are at the forefront of consumers’ attention. During this time, Rank A would like to emphasize the importance of discussion as it relates to condom use, especially regarding the addition of condoms as a way to strengthen consumers’ relationship health as well as their overall wellbeing. This push will continue throughout the spring months and begin to taper off during June until the following winter months. In January and February, Rank A will again increase advertising and promotional efforts to build the brand and finish off the year with the Valentine’s Day Secret Admirer promotional campaign.

Rank A will employ a pulsing media schedule to accomplish this goal (Chart with media selection?). The message of encouraging discussion dictates this type of schedule (Parente 214). The most emphasis needs to be at the beginning of the campaign, when Rank A is trying to change consumer beliefs and create new behavior. This schedule will emphasize advertising during the crucial beginning and ending periods while maintaining presence in the target audience’s mind. Rank A will always be mindful of message continuity so that the advertisements seamlessly flow in and out of the campaign (Parente 214).

Communications Goals Primary research shows that people are currently compartmentalizing their discussions about sexual health; they are not talking about sexual health in an all-inclusive, “big picture” way. As such, Rank A developed the primary communications goal focusing on discussion of sexual wellbeing as a whole, leading to the secondary communications goals of purchase and use of Durex condoms. Ideally, Rank A would like the target audience to have more open and meaningful discussions with their partners regarding sexual health and condom use rather than merely cautioning them to “be safe.”

To accomplish the goal of more discussion about sexual health, understanding how consumers process information, especially new concepts, is crucial. To do this, learning models were employed. For this campaign, Rank A used a Traditional Learning Model, which assumes that consumers behave rationally based on information available to them. However, the model was expanded in order to include all of the behaviors Rank A would like to change. Separate learning models were then created for each target 16

Traditional Learning Model

Rank A would also like consumers to use and purchase Durex condoms, completing the circle of sexual and relationship health. In so, consumer views of Durex must be changed because currently, Durex is seen as a lesserquality product than that of its competitors (Craig). Showing consumers that Durex cares about their health will work to correct their cognitive misperception of the Durex brand.

From these communication goals, Rank A developed the slogan, “Think. Talk. Love.�

Cognitive (gather data) leads to

Affective (weigh data) leads to

Behavior (response)

Elapsed Time

Rank A Learning Model Cognitive (gather data)

Percent of Audience Response

Because each model has the same basic structure, the same general affective and cognitive perceptions must be changed.

Cognitively, the target audience knows they need to discuss and use condoms, but as stated earlier, they do not for individual reasons. Rank A would like to encourage the target audience to actually have this discussion, fostering feelings of openness and mutual respect in their relationship. As found in primary and secondary research, discussion is a necessary part of a healthy and happy relationship. Rank A believes these feelings will allow the target audience to view discussion and subsequent condom use shows as an investment in the overall health of their relationship. As discussion is heavily emphasized, affective beliefs will be strongly targeted.

Percent of Audience Response

audience profile, which can be found in Appendix C, though all of the profiles have the same basic structure.

leads to

Affective (weigh data) leads to

Behavior (response)

Elapsed Time

17

CREATIVE STRATEGY AND CREATIVE EXECUTIONS Primary and secondary research show that the target audience is not discussing condom use fully.

In addition, relationships seem more complicated than ever, and women are feeling confused about how they should behave in a relationship.

The “Think. Talk. Love.” campaign will work to remind women of how they could be in a relationship. Rank A wants to celebrate curious couples who openly communicate and have a better relationship because of it. Any condom brand can help couples have safe sex; Durex goes one step further to help couples enjoy safe sex. Durex encourages couples to discuss the importance of using protection, but also to consider Durex condoms as a way to improve their sex lives. Durex encourages couples to communicate more, in and out of the bedroom. Durex condoms encourage couples to: “Think. Talk. Love.”

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Think. Talk. Love.

Rank A will create all messages and advertisements with the idea of the brand image in mind. As such, the brand image strategy will build, reinforce, or change the target audience’s attitude toward the brand (Parente 165-166). This appeal is successful for brands that have product attributes that are not widely differentiated from the competition. Another strategy that is helpful to distinguish Durex from the competition is the use of a humor appeal which “can also help endear the brand to consumers who appreciate [the humor]” (181). Using humor will also enable the new concept of condom use discussion to be introduced to the target without being offensive or ignorant of the target’s possible sensitivities.

Furthermore, a brand image strategy concentrates on psychological or emotional appeals (166). These creative strategies will allow Rank A to create unique message executions that can endear Durex to the consumer in a way that touches their emotions. This will also encourage discussion among the target audience in a way that allows Durex to talk with the consumer rather than at the consumer.

Even an all-star team needs a good playbook.

You never thought ‘girlfriend’ would be on your life’s résumé.

Let the condom be the only barrier.

Protect your future together.

The suggested creative strategy will aim to encourage use of Durex condoms as an integral part to a happy and healthy sexual relationship.

The creative executions will strive to create a bond between the target audience and Durex. Overall, the campaign will highlight the importance of sexual and relationship health through discussion and use of Durex condoms; the campaign will show the target audience that condom use is a way to strengthen their relationships.

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PRINT EXECUTION Headline It takes a little adjusting to find the right kind of support.

Copy Just like a comfortable pairs of shoes, a strong relationship can make you walk taller and lighter. That kind of support in a relationship comes from being open with your partner. So try on a new type of conversation and together you can bond as a pair. Take steps in the right direction with Durex.

Find us on YouTube, Facebook, Twitter, and at our new, online community at: www.durex.com/ thinktalklove.

Concept You feel better about yourself when you wear a good pair of shoes.

This specific execution plays with the idea that when you openly communicate in your relationship, you can be comfortable with your partner and grow together as a pair. When run at the beginning of the campaign, this execution will convey the importance of communication as a way to strengthen the relationship.

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OTHER SUGGESTED PRINT EXECUTIONS Headline

Headline

Even an all-star team needs a good playbook.

You’re the queen of the corporate world but he’s still your king.

Copy What guy doesn’t appreciate a good huddle before the big game-changing play? Open communication turns a good team into a great team. You both call the shots in your own lives, but it’s important to make sure that you communicate before you get together in the bedroom.

When you two team up with Durex, it’s a goal-scoring combination. After all, passion is better when you and him are on the same team.

Find us on YouTube, Facebook, Twitter, and at our new, online community at: www.durex.com/thinktalklove.

Copy It was hard to share your space, but he was a good addition to your empire. You have to share all of it, though, and that means your mind, too. In any strong relationship, communication is key and one of the most romantic gestures is making an effort to protect the territory—both in and out of the bedroom.

Find us on YouTube, Facebook, Twitter, and at our new, online community at: www.durex.com/thinktalklove.

Image Image Close up of a couple’s mouths, next to each other grinning. Eyes aren’t in shot but just below eyes are the black lines painted on for football games.

Background: corporate office board room, zoomed in shot of serious look on woman’s face, bottom of a sweet looking black crown is viewable (not too obvious that it’s a crown), guy’s face is next to her grinning.

Concept

Concept

You have met each other halfway and you are comfortable around each other so you are on the same side. In this specific execution, it is suggested that the target audience women and their partners are playing for the same team. This still conveys the “have a discussion” message in a way that acknowledges that some women have has a discussion while others still need that extra push. When run in February during the “Love” phase, this ad will mesh with men’s events (the Super Bowl) and women’s (Valentine’s Day) and bring the two genders together for the same team: love.

You are a strong woman at work, but every strong woman has a strong man behind her. It took a little adjusting but he now shares your space and you live in harmony. When run at the beginning of the campaign, this execution will convey the mutual respect that comes from talking about condoms and shared responsibility of use.

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MEDIAEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE Rank A will use a pulsing campaign with two main media types: online and magazine. The campaign will begin in March, as it is the start of spring and a time when women are looking to refresh their relationships. The trifold media message, “Think. Talk. Love.” is the primary focus of each phase of the media mix.

The first pulse will use media mix and creative messages to highlight the first message of the campaign: think. Rank A will launch the online community, introduce the video blog personality, and run magazine print ads. All of the messages will be designed to reach the target audience and begin to formulate the cognitive aspects of the communications goals.

After the initial pulse to introduce the campaign, the online community and video blog will be the primary outlets for the talk aspect of the campaign. This will allow the target audience to interact more as they begin to understand and absorb the campaign message. The creative angle and media tactics will solidify the cognitive and affective goals while preparing the consumer for the behavioral change (i.e. conversation).

The second pulse, starting just after the New Year, will conclude the campaign with a heavy media drive and creative message centered around the theme: love. Demand and sales for condoms increase up to 20% during the Valentine’s Day season which will create the atmosphere for the final phase (“Condom Sales Rise”). Magazine ads will be reintroduced during January and February and the Valentine’s Day Secret Admirer promotion will coincide. This promotion plays on the idea of sending secret valentines and is a creative way for the target audience to spark conversation and begin speaking to their significant other about condom use. It will incorporate a personalized email and will include couples “coupons” with actual discounts for in-store items.

Consumer Journey

THINK

22

TALK

with creative magazine messages and the launch of the online, interactive community

with video blog personality and other peers through a personalized profile.

(March-June)

(July-November)

LOVE.

Spark discussion with the Secret Admirer promotion, a unique way to talk about love.

(January-February)

This as a unique way to create openness and understanding about overall sexual health and empower women to have the type of conversations this campaign will promote all year. By using these media and the creative strategy, Rank A not only expects to meet the communications and sales goals, but effectively establish rapport with the intended target audience.

Media Goals To reach 51% of women ages 18-34 in committed relationships in the U.S. with an effective frequency of 3.8.

Media Mix As a result of the primary research, Rank A wants to encourage a conversation about overall sexual wellbeing. The target audience is concerned about sexual health, but are compartmentalizing the discussion. Rank A wants to integrate each aspect of the conversation, which will require more information-intensive, permanent media. The message that Durex will be sending in the campaign is also one that requires permanence. This message will need to be seen multiple times by the target audience, and therefore cannot be advertised in a medium that will give a fleeting message. The selected media mix allows for more control and privacy of the setting to ensure the target audience feels comfortable receiving the message. The selected media can provide an intimate setting in which women can see the advertisements by themselves, without the pressure or influence of someone else viewing the message at the same time.

23

Media Flowchart

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MAGAZINEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE Magazines will be an effective medium to use in order to communicate the idea of sexual wellbeing. By using magazines, the market can be segmented into the suggested target audience. Rank A suggests using magazines that have a high index among women, ages 18-34, who are in a relationship. Due to the fact that these magazines can be specifically targeted to the recommended target audience, a high reach in the selected magazines will be possible. Magazines offer a high pass-along rate and also have a long life, which will allow the campaign to continue to build reach after it has ended. Magazines also offer fine color reproduction, allowing the creative elements to stand out and grab the reader’s attention.

Although the suggested age demographics did not initially index well in quintiles for magazines, further research into womenspecific magazines showed significant index numbers among the suggested target audience (Appendix E). Furthermore, a portion of our primary research was found in online articles from these websites, including www.cosmopolitan.com. This suggests that readers of the corresponding magazines are interested in this topic and are willing to read about sexual wellbeing further. Supplementing print advertisements with corresponding websites of the magazines will increase reach and frequency among the target audience.

Magazine used Index Number in four different magazines six times throughout the course of the Rank A suggests running full page, four-color advertisements campaign. The magazines that were selected include those that indexed the highest among the target audience, Fitness, Self, and Allure. Rank A also suggests running advertisements in Cosmopolitan in order to maximize the reach of the campaign.

Magazine Index Chart

Magazine Index Rate Base Price 180 1,500,000 148,000 Fitness 151 1,475,000 162,366 Self

147 1,075,000 131,233 Allure 108 3,000,000 244,100 Cosmopolitan

INTERNET The “Think. Talk. Love.” campaign will also be heavily advertised through the Internet. Digital advertising can be effective because of its ability to be interactive, selective, and accountable. The interactivity of the advertisements allows the target to pursue more information if they are interested in the message. The Internet has also become more advanced and specific audiences can be studied based on their online behavior. For example, the “Think.

Talk. Love.” campaign is targeting females, which make up the majority of visitors on social networks and blogs (“Females”). According to a report in September of 2011 by Nielson, adults ages 18-34 make up the majority of visitors among all age groups (“Females”). Additionally, 44% of women say they get information about products on lifestyle websites (Morrison). Women ages 18-34 also “create, critique, and join” more websites and online content than the average adult. This means that women are more likely to create blogs or write articles, post reviews or comments on blogs or articles, or join more websites than an average adult.

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COMMUNITY AND YOUTUBE CHANNELEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE The ability of the consumer to communicate openly about condom use determines the likelihood of using condoms (Wingood and DiClemente 690). Durex needs to become active in these discussions. In order to facilitate conversation, Rank A proposes that Durex creates an online community for women in the U.S. centered around sexual health and relationships while including subtle brand messages. This online community will integrate marketing communication efforts within highly relevant content areas. Additionally, a “Think. Talk. Love.” channel will be created on YouTube and will function as a secondary outlet for the video blog, maximizing reach and frequency. Like the informational aspects of the community, the video blog will be another way to reach and inform the target audience about sexual health news, present topics, and ideas, while also acting as a way for consumers to interact with a knowledgeable peer. Seeing a consistent personality that the target audience can relate to will help facilitate the comfortable, open environment of the community.

During primary research, Rank A found little conversation that encompassed an overall idea of sexual health. By creating an online community and informing the direction of its content, Durex can promote this idea. Users can interact with and support each other on a variety of potentially uncomfortable topics. Because of the interactivity of the medium, consumers can discuss sexual health as well as similar interests such as relationships or physical health.

How the Community Will Work: Anyone wishing to view the community must enter their birth date to view the website and only those 18 years and older will be granted access. These individuals are defined as “viewers.” l After providing general information (i.e. name, birth date, and valid email address) as well as responding to a short survey (how they learned about the website), users can create a username and personalize their page with the topics that they prefer to read about. These individuals are defined as “users.” l After signing up, the user will be able to participate by making comments on any of the articles, blogs, or video blogs on the site. l Users may keep their profile as anonymous or as open as they wish. Through primary research, Rank A found that some women are more open to discussing this topic online than others. Therefore, the option to keep their interactive posts more anonymous allows women to participate in the discussion comfortably. l Rank A will closely monitor the community to ensure a positive atmosphere. This will be done through the use of Radian6, or a similar analytic third-party software. l

Features of the Community: l l l

Users may submit questions to the video blog personality Relevant content including articles on health, relationships, sex, etc. will be featured on the community.

Users may take quizzes that provide individualized product suggestions.

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Rationale Women are more likely to seek out areas where they have the greatest interest such as health, and see “information gathering online as a more textured and interactive process – one that includes gathering and exchanging information through support groups and personal email exchanges” (Fallows). According to an article from AdAge, women’s lifestyle and special interests sites that offer anonymity, unlike Facebook and Twitter, can “result in deep emotional connections for women” and women feel that these sites offer users access to “like-minded women and solutions to problems without the risk of being judged by people they know” (Morrison). The community will also provide a platform to add subtle branded messaging, which will allow Durex to become part of the conversation. Furthermore, women are most receptive to advertising messages on websites featuring lifestyle, specialties or reviews, with an impact that is three times higher on purchase decisions compared to other online websites (Morrison). Therefore, the online community will be a key part in the think and talk part of this campaign. Appropriate steps will be taken to ensure that the online community abides by the laws set forth by the Children’s Online Privacy Protection Act as well as the American Advertising Federation to avoid any legal issues. The YouTube channel will not only be included in Rank A’s monitoring efforts but also will be filtered by the YouTube policies.

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Introductory Video Blog Hey Ladies, my name is Katie and I’m talking to you today, woman to woman. I’m talking to those of you you who are in a relationship, someone you really care about. See-I initially wanted to create this blog, post a couple of times each month and really just help people. I’m a grad student, I’m studying relationship psychology, and I KNOW relationships. And that isn’t the higher education or the student loans talking either.

[0:22]

Mark and I have been together for some time now and he is great. He is loving, smart, killer sense of humor…all the good stuff you want to find in a guy. So! I came here thinking, great experience (point to self) great guy (point to picture), great way to help people.

[0:36]

Until we got in a fight. Like, Men are from Mars, Women are from Venus, and we should probably stay on our own planets for the safety of mankind kinda fights. Normally we work it out. I broke my flats out of the closet, he put the flannel back in the closet. He lets the cat sleep in bed, I let him sleep in bed. You know, compromise. And when we had a pregnancy scare last month, we BOTH could agree that we would do more to prevent a similar situation in the future.

[1:04]

And any girl who has ever asked her guy to take out the trash, change the lightbulb, or NOT steal your very expensive salon shampoo because it “smells good” knows why I am here today. This, Femme Fatals, is where I need your help. I know what the relationship guru in me wants to do. I know what the angel and the devil on each shoulder say. But what do you say? Cuz between you and me, this seems like it might be a subject that is sensitive in more ways than one.

[1:33] 28

E-MAIL Rank A will incorporate email blasts into the marketing communication efforts. By sending informative and engaging emails to users who request them through their profile on the online community, Durex can build a dedicated consumer base. The content and ability to forward the email will allow the message to continue further through word of mouth (“Marketing to Females”). These emails will be sent bi-weekly and will contain content similar to the community. Paired with subtle brand messaging, creative content will minimize “spamming” users and keep them engaged with the “Think. Talk. Love.” community.

Rationale Pew Internet, a branch of the Pew Research Center, states, “Women are more enthusiastic online communicators, and use email in a more robust way” (Fallows). Women are more likely than men to communicate through email and share their news, worries, and funny stories with their peers. Women are also “more likely to feel satisfied with the role email plays in their lives, especially when it comes to nurturing their relationships” (Fallows). Simmons verifies these findings. Women 18-34 indexed well for clicking email advertisements “very often” (123), “often” (121), and “somewhat often” (138).

ONLINE ADVERTISEMENTS Durex advertisements will be placed on websites featuring women’s health and lifestyle information, as well as product review sites. As previously stated, women actively seek out information on these topics online. Not only are women most receptive to advertisements when placed on these websites, the content of the pages preempt Durex’s message. Websites will include but are not limited to: Cosmopolitan, Allure, Women’s Health Magazine, EmpowHER, and Feministing.

Rationale Rank A hopes that high index of women ages 18-34 who often click on banner, floating, and full motion video advertisements in Internet Click Through by Target Audience Index Numbers combination with the content of the websites will produce a higher than average click-through rate of the Internet advertisements.

Online Advertising Index Chart Online Ad Type Banner

Floating

Full Motion Video

How Often Click Very often Often Somewhat Often Very Often Often Somewhat Often Very Often Often Somewhat Often

Index 186 114 194 138 183 179 160 220 162

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SOCIAL MEDIAEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE Rank A will use social media but will not rely heavily on these outlets to encourage discussion, as women prefer speaking about lifestyle issues in anonymity (Morrison). Instead, Twitter and Facebook will be used primarily to spread news and awareness about this campaign and drive traffic to the online community. It is important that any Facebook posts, tweets, contests, etc. focus on simply spreading the word about the online community rather than try to spark a discussion in the social media world for a few reasons. First, even branded social media would be difficult to control and align according to the COPPA laws detailed in the Legal Concerns section. Second, while the target audience is more likely to use social media, it will be a challenge to spark a discussion about sexual wellbeing and Durex in such a public forum.

Rationale Social media fulfills a need women have regarding personal growth and “interdependencies on others in their social circle” (Morrison).

Young women are using social media to power their “Live Out Loud” lifestyles (Morrison). Women are using social media sites to “gather hard news, share information with friends and vent about happenings in their lives at a breakneck pace” (“Social Media Habits”).

Facebook and Twitter can be used to promote the Durex community. Women are 3% more likely to use social media than the average user. Specifically, the target audience is 8% more likely than the average user to use social media (“Females”). Thus, social networking sites such as Facebook and Twitter will be used to generate awareness about and drive traffic to the online community as well as stimulate interest for the Valentine’s Day Secret Admirer promotion.

EXCLUDED MEDIAEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE Television did not index well among the target audience. Therefore, investing the budget into other media can more efficiently communicate the message to the target audience. Although television in general is an effective way to communicate complex messages, the effectiveness of the messages sent to the target audience could hinder the overall campaign and discourage them from accepting the campaign. It is difficult for Rank A to “control the setting” of television. Others aside from the intended target audience could view the ad and illicit negative feedback about the message. The target audience may also feel uncomfortable viewing this message with other people around. It is important to make the target audience feel as comfortable as possible viewing the advertisements. In addition, the advertisements need to carry a more complex message. Television advertisements are fleeting; the audience cannot look back at the advertisement at a later time if they wish to.

Rank A also suggests not incorporating other forms of media, such as radio advertisements, newspaper advertisements or inserts, and outdoor advertisements. To see the rationales for these exclusions, please refer to Appendix C.

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BUDGETEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE 35 million women age 18-34 in the US (Chasin) 57% of these women are in a relationship (“Single”) [35,000,000 x 0.57] = 19,950,000 This gives us a population of 19,950,000 Women 18-34 in a relationship in the U.S. In the last 6 months, 38% of W 18-34 bought condoms (“Mintel”) [19,950,000 x .38] = 7,581,000 Women 18-34 in a relationship in the U.S. who purchased condoms in the last 6 months Durex currently holds 14% of the market share in the U.S. (Fontanella-Khan) [.14 x 7,581,000] 1,061,340 Women 18-34 in a relationship in the U.S. who purchased condoms Estimate condoms are purchased every other month at $13.00 a box (“CVS”).

[13.00 x 6] = $78.00 in sales per person [$78.00 x 1,061,340] = $82,784,520 in annual sales from the target audience, women 18-34 in a relationship.

Rank A will use 12% of the annual sales, or $10 million from the target audience as the media budget.

85% of the budget, or $8.5 million will be used to run advertisements in magazines and for online advertising.

15% of the budget, or $1.5 million has been set aside for the contingency plan. This will be used for any additional media purchases necessary to reach the specific campaign goals or used against any backlash against Durex as necessary.

Budget Allocation Rank A will place Durex advertisements in four magazines, Cosmopolitan, Self, Fitness, and Allure, six times throughout the year.

The total on running full page, four-color ads in these magazines six times is $4,114,194. Rank A is confident that this will bring in a significant return on investment, and will greatly help Durex receive the campaign’s reach and frequency goals.

Budget Allocation Charts Medium Internet Banner, Floating, Video Paid Search Promotion YouTube Brand Channel Online Community Video Blog Social Media E- Mail Blast Magazine Contingency TOTAL

$ Price 4,385,806 1,786,703 1,786,703 360,000 250,000 200,000 2,400 0 0 4,114,194 1,500,000 10,000,000

% Budget 43.86 17.87 17.87 3.60 2.50 2.00 0.024 0.00 0.00 41.14 15.00 100.00

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REACH AND FREQUENCYE

EEEEEEEE

This campaign is bringing forth a new way of thinking about sexual wellness, and therefore it is necessary to utilize a “big splash” technique with the advertising (Ogden). This entails focusing a large portion of the media investment in the pulsing parts of the schedule to ensure that the new message is absorbed and understood by the target audience. After the “big splash” has passed, a strong emphasis will be placed on building frequency, which will ensure that the message is present in the market throughout the duration of the campaign. According to Parente, wear-out of advertising is not caused by too much frequency, rather problems with creative and copy (194). Therefore, the trifold message inherent in the “Think.

Talk. Love.” campaign will ensure that the target audience will not grow tired of the campaign while still maximizing frequency.

As found in the primary research, there is already significant conversation online about sexual wellbeing. Capitalizing on these conversations will increase the reach of the target audience over time.

With this in mind, Rank A suggests reaching as much of the target audience as possible while making sure the message is effectively communicated with a large enough frequency.

Based on the marketing goals, to increase the target audience that purchases condoms by 2%, Rank A determined that sales among the target audience will need to reach $87.14 million. As the behavior aspect of the campaign does not come until the final media pulse, Rank A estimates that the target audience will purchase Durex condoms only twice before the end of the campaign. Seventeen percent of the target audience will need to purchase Durex condoms to reach the marketing goals. With a drop-off rate of 3-21, 51% of the target audience will need to be reached in order for Durex to achieve the proposed sales goal for the campaign.

Frequency was determined based on the Ostrow Model, a well known guide for determining ideal media frequency.

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Ostrow Model

Ostrow Model

Market Factors Established brand Low brand share Low brand loyalty Short purchase cycle Frequency usage Low share of voice Target other group

- .1 + .2 + .2 + .1 + .1 - .1 - .2

Message Factors High message complexity High message uniqueness New campaign Product- focused message High message variety Low wearout Small advertising units

+ .2 - .1 + .2 - .1 + .2 + .2 + .1

Media Factors High clutter High audience attentiveness Pulse or flight scheduling Few media vehicles High repeat exposure media

+ .2 - .1 + .1 - .1 - .2

Average Effective Frequency : 3 + .8= 3.8

= .8 + 4 = 4.8 A

The expected reach and frequency that Media Flight Plan (MFP) determined for the magazine advertisements are much lower than what Rank A expects to achieve. Due to the nature of the magazines being target-specific, a more accurate reach and frequency has been determined. To view the charts generated by MFP, please refer to Appendix B.

National Plan March April May June July August September October November December January February National Media Contingency Total National

Reach 73 73 73 73 26 26 26 26 26 26 81 81

Freq 4 4 4 4 3.6 3.6 3.6 3.6 3.6 3.6 4.2 4.2

GRPs 292 292 292 292 93.6 93.6 93.6 93.6 93.6 93.6 340.2 340.2 2410

%Share 12.1 12.1 12.1 12.1 3.9 3.9 3.9 3.9 3.9 3.9 14.1 14.1 100

Est $(000) 1029.9 1029.9 1029.9 1029.9 330.1 330.1 330.1 330.1 330.1 330.1 1199.9 1199.9 8500 1500 10000

Magazine Target Audience Reach

EXPECTED REACH & FREQUENCY Magazines

Based on the readership demographics of Cosmopolitan, a readership of 5.8 readers/copy, this magazine will reach 5,283,000 women age 18-34 in a relationship per issue (“Cosmopolitan Media Kit”). Allure, with 6.6 readers/copy, will reach 2,014,353 women in the target audience (“Allure Media Kit”). Self, which has 4.3 readers/copy will reach 964,759 women 18-34 in a relationship (“Self Media Kit”). Finally, Fitness with 4 readers/copy will reach 1,588,000 women in the target audience. This is a combined audience of 9,850,112 women 18-34 in a relationship. Please refer to Appendix C for specific magazine reach calculations. As previously stated there are 19,950,000 women in the target audience.

Magazine Cosmopolitan Allure Self Fitness TOTAL

TA Reach 5,283,000 2,014,353 964,759 1,588,000 9,850,112 33

Net Reach is used to take out any duplication of audience between vehicles.

Net Reach = 1 – [(1-0.265) (1-0.265) (1-0.265) (1-0.265) (1-0.265) (1-0.265) (1-.101) (1-.101) (1-.101) (1-.101) (1-.101) (1-.101) (1-0.048) (1-0.048) (1-0.048) (1-0.048) (1-0.048) (1-0.048) (1-0.0796) (1-0.0796) (1-0.0796) (10.0796) (1-0.0796) (1-0.0796)]= 96.233 % The four selected magazines reach 96.2% of the target audience. This exceeds the campaign goal of reaching 51% of the target audience.

The average frequency of the magazine advertisements is found by dividing the Total GRPs by the Net Reach: 296/96.233 = 3.07 Average Frequency

Online The campaign reach goals will be exceeded by the magazine advertisements, however online advertising will continue to build frequency into the campaign to meet these goals as well. Due to the fact that online media are considered nontraditional, the reach and frequency must be determined using several different methods. The online community will primarily be measured through the general traffic patterns of the website in addition to the number/ activity of the user profiles. As of October 2011, the “Durex USA” Facebook page obtained 42,742 “likes.” Rank A expects that the reach of the “Think. Talk. Love.” community will exceed this. Additionally, the frequency will be measured through the active user accounts and their traffic patterns, including the success of the email blasts. The YouTube channel will be measured through a similar third party organization such as ComScore, a site dedicated to unique and in-depth reporting of social media, specifically YouTube, and demographic information (“ComScore”).

The banner, floating, and full motion video advertisements will be tracked by their click through rate. Rank A expects at least one click through for every 100 impressions. Social media and traffic to the community will be measured through the use of Alexa.com, a traffic and demographic reporting site (“Alexa”). Due to the heavy emphasis placed on the online aspects of the campaign, Rank A will be diligent and flexible in tracking the measurement throughout the duration of the campaign.

TIMING ISSUES Rank A recognizes a timing issue in regards to the Valentine’s Day holiday. Other brands will be vying for advertising time and space among many media. Rank A feels that other brands’ ads are often targeted toward men in hopes that they will make purchases for women. Additionally, the winter season and the stress of the holidays can take a toll on an individual’s self confidence and “sexy” feeling (“MyOra”). Rank A is prepared to use highly creative and integrated approaches in order to combat the slump of the season. Valentine’s Day presents an opportunity to encourage the use of condoms in relationships that is too great to be ignored.

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LEGAL CONCERNS The Children’s Online Privacy Protection Act (COPPA) applies to commercial websites or online services “directed to children under 13” that also collects “personal information from children” (“COPPA”). This Act states that “an operator must post a link to a notice of its information practices on the home page of its Web site or online service and at each area where it collects personal information from children” (“COPPA”). While children are not being targeted with the Durex message, preventing them from accessing the online community is difficult. Therefore, Rank A will ensure that the online community cannot be accessed without entering birth date information and that no one under the age of 18 is permitted on the community.

The American Advertising Federation (AAF) has set forth similar guidelines as COPPA regarding online privacy.

AAF stipulates that “companies should clearly disclose their policies concerning information collection” (“AAF Privacy”). As such, Rank A will ensure that the online community and any information gathered through it complies with AAF guidelines. These guidelines can be found in Appendix C. Rank A understands that consumer privacy is important, especially when advocating the use of condoms.

Furthermore, Rank A recommends that Durex become part of The Word of Mouth Marketing Association (WOMMA). WOMMA is “an official trade association that represents the interests of the word of mouth and social media industry” (“WOMMA Ethics”). As a member of WOMMA, Rank A will strive to disseminate messages for Durex that comply with WOMMA’s code of ethics and standards, such as striving “for transparency and honesty in all communications with consumers, with advocates,

and with those people who advocates speak to on behalf of a product” (“WOMMA FAQ”). This organization is important because of the emphasis placed on online communications in this campaign. This membership will help to ensure that the messages are ethical and presented in the best light. Also, the online community will feature a personality who speaks on Durex’s behalf.

Membership with WOMMA will ensure that messages through these personalities are ethical and contribute to a “prosperous word of mouth marking profession based on best practices, effective standards, and ethical leadership” (“WOMMA FAQ”).

PROMOTIONAL STRATEGIES In January, Rank A will begin advertising the Valentine’s Day Secret Admirer promotion. This promotion will be accessed through the online community and maintain the light humor that Rank A instilled in the creative executions. Through this event, users of the online community will be able to send a “Secret Admirer” e-card to their partner. The consumer will be able to select from a variety of options of “coupons” that her partner can redeem, such as “Good for breakfast in bed” and “Good for one massage.” Based upon the coupon that is selected, the consumer will receive a in-store discount on a specific Durex product. For example, if the consumer opts to send a coupon for a free massage, a coupon for Durex massage oil will be included in the email.

This note gives the consumer a cute way to bring up the idea of a discussion about condom use if she is still having trouble sparking a discussion; this note also is a unique way of saying, “We have been talking all year, now let’s act on it.” This promotion will be conducted online for a few reasons. As mentioned before, women prefer websites that allow them to be anonymous so that they are 35

not judged by people they know and therefore are more comfortable (“Females”). Related to women’s preferences for anonymity on lifestyle websites, Rank A will only use social media websites such as Facebook and Twitter to drive these women to the online community; the target audience will not be able to send their partner an Secret Admirer e-card through these and other social media sites.

The promotion will not have excessive costs associated with it as it is entirely conducted online.

The Secret Admirer promotion will be advertised with banner ads that Rank A has budgeted for the duration of the campaign. These budget considerations can be viewed in the Budget section.

ESTIMATED ROI Rank A assumes that 96.2% of the target audience has already been reached via magazine advertisements with a frequency 3.07. To achieve an effective frequency of 3.8, an additional frequency of 0.73 must be acquired via Internet advertising. If 96.2% of people are not reached, Rank A estimates 75% can be reached.

Seventy two percent of the entire target audience will be effectively reached. After the expected drop-off rate of 3-21, 24% of the target audience is expected to purchase two packages of Durex condoms twice during the campaign.

The estimated sales total of Durex is $124,747,350. This is an additional $37.6 million than the original sales goal.

With an investment of $10 million, Rank A estimates Durex to see a 319% Return On Investment.

CAMPAIGN BENCHMARKING AND CONTINGENCY PLANNING Rank A is prepared to adapt and plan for many different message formats. Throughout the course of the “Think.

Talk. Love.” campaign, effectiveness will be gauged various ways. First, the initial advertisements will be assessed to determine whether they are garnering the desired reach and frequency. Then, focus groups will be conducted to determine whether or not the target audience is understanding the campaign message. This will function as a partial concept test where the focus group will provide information that is more qualitative in nature and will aid in evaluating the effectiveness of conveying the key elements of the campaign (Parente 298). In the event that the target is not understanding the advertisements, Rank A will work within the media/PR community to increase buzz coverage. This contingency plan could include press releases, partnerships, product pairings, and/or reaching out to bloggers. Potential brand partnerships could range from website ad space to deals with consumer review sites.

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Durex could promote its products through specially paired combinations.

Another low-cost way to spark buzz would be to seek out well-known bloggers in the sexual wellbeing community and engage them with the Durex brand by sending them free products. An authentic, positive review from an opinion leader would resonate very well in this specific online community and with the target audience, who places emphasis on social media and online outlets to gather information. In the event that the blogger were to give a negative review, Durex and Rank A would work together to address it and turn the negative feedback into a positive customer service connection. In addition, compliance with WOMMA and the FTC will be ensured by maintaining transparency between Durex, the bloggers, and the bloggers’ audiences. Any message disseminated from a third-party individual given Durex products will include a disclosure statement that these bloggers were given samples of the products.

As this campaign will be implemented in three main parts, Rank A will analyze the success of the campaign at the end of each step, i.e. the Think element, the Talk element, and the Love element. Additionally, the three segments allow for possible media budget adjustments as necessary. A maximum amount of $1.5 million has been set aside for this contingency plan, as detailed in the Budget section.

SUMMARY Durex has the opportunity to empower a unique base of customers by targeting sexually active, heterosexual women, ages 18-34. These women were separated into three different types: Carrie, Charlotte, and Miranda.

Carrie is an “Experiencer.” She is open to change and constantly evolving, though she may feel as if she is standing still. Her partner at the time reflects her values and ideals. She often gets caught up in her relationships and therefore sees sex as a bonding mechanism so she is hesitant to rock the boat with a discussion about condom use.

Charlotte is a “Thinker.” She is poised, values traditional thinking, and social decorum. She plays by the rules in that she prefers her partner to provide condoms. She sees discussion as a mood killer because she does not want to scare off her partner in bed and cannot figure out how and when to bring up a discussion with her partner.

Miranda is an “Achiever.” She is extremely goal-oriented, professional, and dedicated to her career. Often, she is the dominant one in the relationship. She uses condoms but sometimes gets wrapped up in the excitement before ensuring that she and her partner have condoms available to use.

Our communications goals aim to inspire these women to feel positive about mutual respect and responsibility in their relationship through discussion. Also, we want them to view Durex as a way to feel closer to their partners.

With this campaign, Durex can increase it’s total market share in the U.S. condom market. More importantly, Durex can reinforce the significance of self-protection and open communication in a healthy relationship.

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