How manix managed to get on this market?

Challenger Durex, the condom brand history in France, Manix focus its communication on sharpness.

Objectives: To create a brand preference

Before the emergence of Manix, a single brand has won at the national level in France, Durex. And this without any publicity because, in 1987, French law to forbid any calls to the male condom.

Thirty years after the onset of Durex, a different brand of "French raincoat" and the English called our neighbors, however settling in France. Name: Manix. Creator: Degan laboratories. FEATURE: the sharpness of its latex, which enables it to claim the 'hood English, "as they say here, the finer the market.

The pub is still prohibited, and Durex particularly well established, Manix hard to make themselves known. The brand begins with promotional activities and sampling out of a population very focused and very user: prostitutes. While not hesitating as early as 1990 to start a new distribution channel: mass merchandisers. The actions of the leader, Durex, like challenger, Manix, does not change much: in 1997, only three out of ten consumers are able to cite and ask for a specific brand of condoms entering a pharmacy.

In this context, in 1998, the laboratories Degan go hand and Manix is sold to the Australian Ansell, the world leader in latex medical products, including surgical gloves. It does not change anything but… makes a decision, major introduce Manix pub.

Indeed, the moment: because after years of crisis, french also seem to come back in 1998, their first love, the pleasure of the senses. Dropping so, for 70% of them, sex among their priorities, and for 55%, the pleasure in number one of their motivations for making love.