Seymourpowell Redesigns Durex PackagingWritten by Branding Magazine / Featured in: Agency / 20.12.2011.
Seymourpowell announced new details about packaging design for Reckitt Benckiser’s Durex Play mini devices. Little assistants consist of Little Devil, Touch, Ultra and the newly launched Delight. Also, they have designed packaging for two newly launched sensual body massagers from Durex Play – Dream and Discover.
Seymourpowell helped Durex carve out a sexual well being category and destination for sex-related products in-store by firstly designing Wand, Little Gem, and Charm. They are cooperating since 2003 and planning to maintain the long distance relationship by working together on a variety of projects.
The Little Devil was the first of the four products in the mini devices packs to hit the shelves with the newly designed packaging, but still remained the playful vibrating ring with protruding ears and horn, designed for ultimate clitoral stimulation. That’s the point I guess. Nevertheless, the The bright jewel-like packaging proved popular with customers, with its enticing on-shelf standout at point of purchase, therefore that format was also applied both on Touch and Ultra, and the new project of vibrating bullet, Delight.
Reinvigorating these packaging by Seymourpowell was due to reflect the brand’s desire for fun and playfulness. The packs were designed specifically to sit side by side on shelf as a set of four. Each pack has its specific color, similar to condoms, so you can recognize them. Touch is a two-tone electric blue on teal; Ultra – violet on indigo, Delight – rose on fuchsia, and Little Devil – red on hot pink. The graphics on front of the packs, are printed on foil carton board, so it looks like satin sheen which wakes up desirability and playfulness.
Another element of the packaging design was to assist the brand in normalizing such products in store. Jenny Butler, Account Director at Seymourpowell explains:
“The Durex Play range packaging design delivers enticingly naughty playfulness without being dark and intimidating – a deliberate move to ensure mainstream acceptability, reflective of the increased normalization of these products on the high street”.
New packaging for Discover and Dream, two new sensual massagers for the Durex Play range are intelligently designed to inspire you to play and sexually explore your partner’s body from tip to toe. The latter was specifically designed to stimulate the clitoris and inspire playful discovery of hidden sensual pleasures.
The mini devices range retail at between £6.99 – £9.99, in leading retailers including; Boots, Asda, Sainsbury’s, Superdrug, as well as online at www.durex.com
The sensual body massagers are available exclusively in Boots. Refik Oner, Category Marketing Director, Health & Personal Care RB UK added:
“There are more vibrators in UK homes than washing machines, and yet sex is still seen as a bit of a ‘taboo’ subject to talk about… In Durex, we are working hard to ‘normalize’ sex for couples, as we strongly believe that when people enjoy each other more, they build even stronger emotional bonds. To that end, making products more accessible in high street stores, and ensuring that their packaging is both socially acceptable and eye-catching, are hugely important. We are delighted to see that the new pack designs from Seymourpowell meet these objectives, and also excite our consumers.”