Durex in the world of cultural sensitivity Alan Azar, Tala Obeidat, Swarn Kaur et al The case study demonstrates how Durex, a condom maker, created an online campaign to inform consumers in the MENA region of a new product. Durex in the world of cultural sensitivity Alan Azar, Tala Obeidat, Swarn Kaur et al Executive Summary The biggest barrier to condom usage is that it reduces pleasure and, while 95% of us are aware of condoms, only 62% of us actually use them. Durex, a condom...
