Midnight wins Pasante Healthcare brief

Gemma O'Reilly 22-Sep-08

The largest provider of condoms to the NHS has hired PR support as it attempts to take on market leader Durex.

Pasante Healthcare has appointed Midnight Communications to promote the brand to consumers.

The condom market has been dominated by Durex since its launch, but Midnight will position Pasante's product range as the younger, funkier alternative.

‘Consumers still have the perception that that the market leader is the best option despite there being a number of other alternatives,' said Midnight Communications founder Caraline Brown.

Pasante is the second largest supplier in the UK. Over 20 per cent of all condoms used in the UK every year are Pasante.

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