About the company Durex is the brand name of a range of condoms formerly manufactured by the English company SSL International. The branding of Durex condoms, whose name derives from Durability, Reliability and Excellence, began in 1929 when the London Rubber Company (LRC) registered the brand and began selling it in public spaces in 1980. The company was sold to the multinational Reckitt Benckiser in July. 2010. Durex's mission is to develop and support key initiatives that leverage sexual health expertise globally to raise awareness of the message of safer sex, communicate a philosophy of "prevention, not cure" and encourage consistent condom use. By pooling the expertise of leading sexual and reproductive health professionals, Durex also seeks to share knowledge and help replicate best practices in the field to ensure that safer sex practices remain at the top of everyone's priorities. each. Durex's core vision is to inspire people to take responsibility for their sexual health, based on the principle that information leads to knowledge, which, in turn, leads to action. This means talking to people to fully understand their needs before developing initiatives that will give them the knowledge they need to make informed choices. For almost 80 years, Durex has been manufacturing the highest quality condoms, with approximately 30% of the global market share of branded condoms, it is now the number 1. 1st condom brand in the world, covering all continents and available in 140 countries. It sells more than four billion condoms each year. Obviously, depending on the different national levels, the ranking can be slightly different with for example 80% market share in the United Kingdom, 59% in Italy, 15% in the USA and around 4% in Japan. .... middle of paper ......sen, S. (2008). Global marketing essentials. Harlow, Essex, England: Pearson Education. Michelle Rotermann (nd). Trends in adolescent sexual behavior and condom use. Retrieved from http://www.statcan.gc.ca/pub/82-003-x/2008003/article/10664-eng.pdfMission and Vision. (nd). Durex Network. Retrieved from http://www.durexnetwork.org/en-GB/aboutthedurexnetworkPR. (nd). Eurobest RSS. Retrieved from https://www.eurobest.com/winners/2013/pr/entry.cfm?entryid=385&award=99&order=0&direction Reckitt's Durex taps Ice-T to take on Trojan condoms. (nd). Bloomberg.com. Retrieved from http://www.bloomberg.com/news/2012-06-28/reckitt-s-durex-enlists-ice-t-to-take-on-trojan-condoms.htmlTrojan US SEX CENSUS reveals sexual diversity and Satisfaction increasing. (nd). Trojancondoms.com. Retrieved from http://www.trojancondoms.com/ArticleDetails.aspx?ArticleId=25