Top Secret: Durex's Olympic Condoms

London organizers crack down on marketing by non-sponsors

The more than 10,000 athletes at this year’s London Olympics will receive free condoms in the Olympic Village from Durex, the world’s top-selling brand and part of England’s Reckitt Benckiser Group. But Reckitt Benckiser isn’t trumpeting its tie to the event, traditionally a marketing bonanza for big brands such as Coca-Cola and McDonald’s. “We’re restricted by the Olympics’ organizing committee guidelines on what we can and can’t say,” says company spokeswoman Andraea Dawson-Shepherd.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.