The strategy of communication of Manix

The condom being a little particular product, the strategy of communication of Manix is special too. However, it can be compared with that of Durex, it main competitor.

The communication shaft : quality and efficient

Tone of the message : evocative, explicit


The promises of the product : quality and pleasure

Strategy of local brand : Manix is not sold under the same name in all the countries, so, in North America the brand is sold under the name of Lifestyles and in the United Kingdom under the name of Mates.

Unifier brand : no differences according to orientation sexual
Exemple with the first add of Manix on press : two androgynous shadows (we do not distinguish if they are men or women) making love.

The others aspects of the marketing-mix :
Target : 15-35 years old most men

Product : wide and deep product range. The packaging and colors codes remind the logo of Manix ( blue color)
Price : given the width of the range, the prices are very differents according to products. The tendency today is to offer products for every type of consumer. The prices so calibrate according to the offer.

Place : Supermarket, Drugstore, School, Hospital, Internet,…