How Durex sold sex to a youth audience

Simon Buchanan, group account director/managing partner at McCann Erickson Communications House, discusses the use of sex in advertising, and the particular problems faced by a product whose raison d'etre is sex - Durex condoms.

How Durex Sold Sex to a Youth Audience

Simon Buchanan

A trawl through the advertising archives over the past 50 years could lead you to the inevitable conclusion: sex sells! And what is more it has been used to sell everything from contact adhesive to chocolate,...

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