Condom Campaign

Emma Blight, Claire Tonna, Wayne Williamson, Alex Titley.

Product

A Durex condom with new packaging, dubbed the “secret condom”. The packaging will be half the size of the standard packaging, in an inconspicuous black wrapper with the Durex brand name written in dark silver glitter so it is not obvious straight away that it is a condom. The packaging will also be slightly more hard-wearing, which would mean it is less likely to become damaged or broken. The aim of this product is to ease any embarrassment and make it easier to carry condoms without the worry of people seeing them in bags or purses etc.

Audience

We have decided to promote this product to 18-21 year old females. We feel that this audience is perhaps one of the most likely to avoid carrying condoms because of inconvenience or embarrassment. If one of these girls is dressing up to go out, taking her small clutch bag that barely fits her Blackberry and lip gloss, the last thing she will think about putting in there is a big bright blue and silver condom packet for everyone to see when she opens her bag. As well as this, these small bags are difficult to route around in the dark of a night club, and accidently pulling out a condom instead of a fiver at the bar would be mortifying.

Messages

- It’s ok to carry a condom; it isn’t just up to the men.

- Protection from unwanted pregnancy and STD’s

- Nobody will notice, so you won’t give of the wrong signals

- It will fit in your bag without being in the way of your essentials.

Relevant Communication Channels

- Internet/Social Networking Sites e.g. Facebook/Twitter

- Girly magazines e.g. Cosmo/Company etc

- Cosmetic company’s/drug stores e.g. Boots/Superdrug

- Lingerie stores e.g. Ann Summers

- Nightclubs/Bars

Individual Jobs

Wayne – Similar product research into previous campaigns, rival products etc

Alex – Audience research into how best to market this product to chosen audience

Emma – Print and Online Promotion, researching and planning PR possibilities in the media with relevant circulation figures and ad values for promotional articles or advertisements.

Claire – PR events/stunts, researching and planning events or stunts to take the product to the public/our target audience.