The History of Durex, an International Condom Manufacturer Essay

Durex was founded in 1915 under the name the London Rubber Company (LDC) by L.A. Jackson. It sold condoms that were imported from The United States and Germany. The LRC registered the Durex trademark in 1929. Durex stands for durability, reliability, and excellence. The LRC became Europe's first manufacturer of the latex condom in 1932 (Bayliss). From 1999 to 2010, Durex was owned by SSL International which was a British manufacturer of healthcare products. In July 2010, SSL was bought for 2.5 billion by Reckitt Benckiser Group owned by Reckitt Benckiser. Durex produces over a billion condoms a year and sells them in over 150 countries (The Telegraph,2010). Today it is the number one condom brand in the world making up 30 of the branded market (RB).In December 2002, Durex released the print ad entitled BRAIN in Spain while Durex was still owned by SSL international. The ad was illustrated by Paco Corachan. The ad consists of a drawing of a phallus that looks like something one would find on a bathroom wall. Brains are used in place of testicles, and the background of the ad is red. The brand logo is placed at the bottom of the advertisement. There is no condom shown in this ad, unlike most Durex ads. Most of them show a condom somewhere in the picture. This ad is can be taken in multiple ways. One way to view this ad is that men think with their penis. This is a common saying and may appeal to women. This would get the woman to purchase condoms due to the thought that men are stupid. The ad could also be promoting safe sex. Someone could see the ad saying to use your brain and buy condoms or it could simply be telling its audience to be safe about sex. In Jib Fowles Mass Advertising as Social Forecast, he wrote about categories and examples for a content analysis...

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