Ansell is challenger of Durex in the global sexual healthcare and well-being market. The business has grown substantially through acquisitions. Ansell has market leadership a.o. in France (Manix), Australia (Lifestyles) and Hungary (Lifestyles). This business growth has led to 18 brands and a substantial variation in brand positioning platforms.
How to build a global brand platform against the background of local trusted brand names in a category where safety and protection are key. To reach an agreement on global consumer drivers in the condom category.
A substantial global segmentation study, both qualitative and quantitative has been executed leading to a clear view on consumer need states and size of consumer segments. A harmonized global design strategy has been implemented. The sharpened brand positioning platform has been supported with relevant innovation and renovation products.