Durex is the No1 condom brand in virtually every market in the world except the US, where it debuted in the mid-90s. Here, Trojan built its leadership position on a "safe-sex" communications platform. Having just passed LifeStyles condoms for the No2 spot, it was time for Durex to turn its attention to the category Goliath. And that required an aggressive interpretation of our strategy, "There's sex. And then there's Durex." The web is where our 18-34 year old target congregates, and it offers a brand like Durex the freedom to speak freely about making sex better. And that we did.