Durex Targets Heat-Seeking 'Pleasurati' in Condom Ads

Second-place condom maker Durex has rolled out a juiced up identity in its latest ad campaign, Advertising Age reports. Advertising execs—who say their research shows that market leader Trojan is seen as the "boy scout" condom and No. 3 brand Lifestyle as the choice of swingers—are aiming to sell Durex as the condom for the experienced pleasure seeker, or the  "pleasurati."

The move will build on the company's leadership in the sex toy market, which has helped build a product reputation for delivering "fun" and "experimentation accessible to both men and women," say brand managers. Being among the "pleasurati" is apparently more a state of mind than demographics. The Durex consumer is less likely to be a first-time condom buyer and is deeply involved with his partner, says a spokesman. "It's not about a random hookup," he adds. (More Durex stories.)