Reckitt’s Durex Enlists Ice-T to Take On Trojan Condoms: Retail
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This week a commercial set to Marvin Gaye’s “Let’s Get it On” started showing up on Facebook and other social-media sites. The Durex Performax Intense condom, the ad vows, “speeds her up” and “slows him down.”
Determined to steal U.S. sales from Trojan -- Americans’ go-to condom brand -- Durex owner Reckitt Benckiser Group Plc is inviting celebrity couples including Ice-T and Coco to a “Get In-Sync” marketing party and plans a barrage of radio and online ads. At stake is control of a category where U.S. sales topped $430 million in the year through June 10, according to SymphonyIRI Group, a market-research firm in Chicago.