NEW YORK--Durex has assigned US PR duties to Euro RSCG Worldwide PR, after being impressed by the agency’s “recent trendspotting in the sex space.”

Durex senior brand manager Alan Cheung told the Holmes Report that the firm had been engaged to help grow the brand’s US awareness. Earlier this year, Euro RSCG PR released a research study that explored American attitudes towards love and sex in the social media age.

“We know that our consumer is online, and recent trends point to the fact that more and more of them are consuming sex online, so both digital and social media will be an important part of our marketing mix,” added Cheung.

Despite being the dominant global market leader, Durex has struggled to carve out a sizeable market share in the US - behind Church & Dwight’s Trojan brand. The account was assigned without a pitch and follows Durex’s acquisition by FMCG giant Reckitt Benckiser from previous owners SSL. Ogilvy PR previously handled the brand’s US PR duties.

Cheung said that Euro would focus on driving buzz and consumer engagement. “One of the biggest challenges we face is getting people to see Durex as a sexual well-being brand with a robust product portfolio -- condoms, lubricants and massagers/vibrators -- and not just a condom brand.”

Sister advertising agency Euro RSCG already handles Durex’s advertising account in North America. “We went with Euro RSCG Worldwide PR because of their strong capabilities, recent trendspotting in the sex space, and their relationship with our AOR, Euro RSCG,” said Cheung.