Durex overhauls web shop for youth focus
Condom brand Durex has revamped the e-commerce services on its UK site to target a youth audience.
The overhauled site (www.durex.co.uk) features condom shop Durex Direct, which lets users buy condoms online and set up a regular order facility.
Relaunched by McCann-i, the digital arm of ad agency McCann-Erickson Manchester, the site features content including music reviews as part of a strategy to focus on youth lifestyle issues and interests.
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The site includes details of clubs, bars, restaurants and comedy venues taken from 20 UK city guides.
An ad previously deemed too controversial for broadcast on national TV is also available as streamed video on the site.
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