Creation of a new category of products to grow sales and leverage the strong value of an existing brand.
Proposition of a new Play & Massage product line along with an entirely new range of products, thereby achieving a new brand positioning and exponentially increasing sales.
This category formed part of the Durex Opportunity Territory in which massage is the promotor of sexual relations, exploring, the before, during and after. The gels were developed using their own packaging as the applicator (different textures, colours, effects and flavours). The products were to be distributed in both Pharmacies and Supermarket (self-service).