To create a new product category to increase the brand value and gain more market share.
Define the massage category for Durex and create products that enhance this category and compete for this market share.
When Durex wanted to add more value to its brand the category of play and massage were identified as a growing demand for its consumer base. We worked with the company to develop massage gels that would appeal to consumers with unique packaging that integrated its own convenient applicator to offer a range of textures, colors, effects, and flavors. This product was developed to entice customers to explore and expand their sexual relations with their partner. The gels were created to be distributed in self-service retails such as pharmacies and supermarkets, where they received mass acceptance from consumers.