Durex has unveiled a new typeface called "One Night Sans" as part of a wider brand repositioning. Conceptualised by Havas London, the campaign aims to challenge sexual norms and "sexpectations".
According to The Fast Company, the "One Night Sans" has nine types of visuals ranging from condensed, proportionate to extended. The texts can also be thin or bold to emphasise or not emphasise on a particular word or letter. The type development was done by Colophon Foundry. The article also added that the new font will be used across media such as print, OOH and pamphlets.
Elliot Harris, Reckitt Benckiser's global ECD and Havas London creative partner shared the new typeface in a tweet saying:
So proud of this campaign, this team and that I get to work for a company that will happily put messages of inclusivity front and centre in their own business. @havaslondon @havas @BCorporation @durex @havaspride pic.twitter.com/gzeF8yhySC
— ELLIOT HARRIS (@infoelliot) February 18, 2020
Meanwhile, according to several media reports, Durex recently launched a global brand campaign to come out as an "acitvist" against sexual stigmas, taboos and non-inclusive attitudes. The campaign will be supported by thought-provoking messages to spark conversations around sex. This comes on the back of a global rebrand that Durex underwent in September 2019. In collaboration with Havas, Durex also revealed a new tagline “Good Sex. Liberated” and a creative concept based on the vintage 1969 feel. The brand was celebrating its 90th birthday last year, and aimed to rebrand to make its communications more simple and straightforward.
The newspaper ads done as part of the rebranding, were intentionally carrying the vintage feel to take consumers back to the year 1969. The new branding targeted individuals aged 18 years old and those who are keen to have a good and safe time. As part of the new branding, the company also rolled out the Durex 69 campaign which features the old school 1969 vintage look. In a Facebook post, Durex wished consumers “Happy 69er Day!” and encouraged them to stay safe and have “a ton of fun”.
Durex is not one to shy away from talking and educating members of the public about sex and inclusivity. The brand is also known for its cheeky ads and the first few brands to trendjack. Recently, Durex noticed that Singaporeans went on panic buying when the coronavirus outbreak situation saw more victims. The brand turned the panic buying of toilet rolls and condoms into an advisory on staying protected amidst the coronavirus situation. In a Facebook post, Durex said a fan inspired the idea of wearing a condom on fingers, before pressing the lift buttons.
Meanwhile in Hong Kong, Durex also showed its sense of humour in light of a Hong Kong politician’s bizarre comments regarding the ongoing coronavirus situation. It mocked the comments made by the city’s health services chair, Ann Chiang Lai-wan who suggested that steaming a mask could disinfect it, despite being told by medical experts this was not advisable. Durex created a tongue in cheek post on its official Facebook page reminding people not to reuse condoms, and asked people not to steam condoms as there is no correct way to reuse a condom.
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