Mark Critchley, group marketing controller at Durex, claimed that Johnson & Johnson's K-Y brand, the leader in the lubricants sector, is perceived by many as being a medical product.
Durex wants to develop the lubricants category with products that can be used to enhance sexual pleasure.
The Play brand will target 16- to 24-year-olds and will be supported above-the-line by a campaign through McCann-Erickson. Advertising for the Play line is expected to follow marketing for the condom range and use humour to approach what can be an awkward issue.
However, Durex's recent advertising has been controversial, with its first billboard poster campaign depicting condoms spelling out phrases such as 'Roger More', 'Ejaculater' and 'Longer Screw'.
It was ordered to remove the posters by the Advertising Standards Authority (Marketing, May 29).
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