Campaign India Team
Mar 21, 2017

Partner Content: Durex gets into Denim

Rohit Jindal, director - marketing, Reckitt Benckiser, explains the move

Partner Content: Durex gets into Denim
Durex is a truly vibrant and a youth brand. It stands for the fact that responsibility, respect and safety can also be enablers to a fun and fulfilling way of life. Consumers of Durex can be valiant – learning, exploring and experiencing like never before when Durex is constantly innovating and creating new categories of products. The wide product range bears the testimony for that. 
Durex Jeans, an initiative that looked natural to come from the brand was actually a result of an intensive research and discussions between world’s top creative minds that intended to come up with an idea to disrupt the market completely.
Here are some interesting answers given to our questions by Rohit Jindal, director marketing, Reckitt Benckiser.
Durex has always been a condom brand, why now extend it to Jeans?
Durex has been found to have the highest “top of the mind” recall among its targeted consumers. It has a strong connect with the youth and the brand is recognized as young, adventurous & zesty while at the same time keeping the tone of reliability and safety, another trait that can be useful for the jeans category. 
Durex Jeans targets youth, is aligned to brand reputation, and made keeping high quality standards in the category. We are confident that this new product would have a tremendous connect with the youngsters. 
How has been the experience of developing a new product in a new category?
For Durex Jeans, we have got world’s best designers to draw out the very essence of Jeans keeping pace with the Durex style - the signature blue colour with the “twill” texture surface giving strength and elasticity.  The driving elements of power and pleasure makes this jeans a perfect fit for anyone irrespective of one’s shape and body type. 
Durex Jeans encompasses all what Durex is known for – youth, dynamism, responsibility, style, fun, comfort & adventure. We have had the finest global designers and technicians work on its concept and development, and soon after the jeans brand is launched, we are confident of capturing a significant chunk of the youth market with it.
What kind of response do you expect for Durex Jeans?
We plan to create a buzz in the market with the introduction of True Blue from Durex Jeans, a highly differentiated product compared to competition.
Durex Jeans promises to come up with exciting ranges and styles for customers with groove, convenience, ease, and affordability while resonating with the quality standards that Durex is known to have achieved.

('Partner Content' is provided by the article's sponsor and not verified independently by Campaign India. This article is sponsored by Reckitt Benckiser.)   
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