Magazine article Marketing

Editor's Comment: Barry Scott to Sell Condoms

Magazine article Marketing

Editor's Comment: Barry Scott to Sell Condoms

Article excerpt

Barry Scott could sell anything. Just by cleaning the odd penny and screeching 'Bang and the dirt is gone' like a deranged handyman, he's helped Cillit Bang achieve cult status.

But could this no-nonsense advertising strategy work for other products? Can we imagine the effusive Barry standing in someone's bedroom eulogising the benefits of Durex? If nothing else, it would certainly give Cillit Bang's housewife testimonials - 'I use it all over the house' and 'It's great on worktops' - a humorous lease of life.

This is an issue Cillit Bang's owner, Reckitt Benckiser, will have to wrestle with should its offer to buy condom-maker SSL get the go-ahead Over the years, Reckitt Benckiser has ensured the success of its so-called power brands, which include Air Wick, Harpic and Veet, by sticking to no-frills TV ads that clearly demonstrate the benefits of each product and explain why it is better than its rivals.

Durex has adopted a more entertainment-based strategy, which has included risque viral ads, and, if reports are to be believed, a range of condoms soon to be launched in partnership with The X-Factor runners-up JLS. …

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