The deal marks the first time that Durex has promoted itself through a teen magazine, prompted by the rise in sexually transmitted infections and unplanned pregnancies among young people.
The deal includes the publication of a 12-page sponsored editorial section in the May issue of Sugar, which has been designed as a means of educating and informing teenagers on all aspects of sexual health and raising awareness of using condoms as the best form of protection.
The sponsored section includes a special report on STIs, a feature on readers worries concerning sexual health, contraception and their bodies and a section focusing on real and celebrity boys and their sex and body worries. The section will also include a survey, which will be supported by a publicity campaign. Each page of the section will be branded with the Durex logo.
Zoe Lawrie, Durex UK brand manager, said: "It's vital that we are able to communicate safer sex messages to young people and our partnership with Sugar provides a trusted, relevant and comfortable environment with which to talk about these sensitive issues."
Publisher Hachette Filipacchi recently moved teen title ElleGirl from a bi-monthly to monthly frequency. Sugar sells 326,185 copies a month (ABC Jan-Jun 2003) and is read by almost 1m teenagers, according to the publisher.
The May issue goes on sale on Friday March 26.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)