Ansell, the worlds largest manufacturer of condoms, trades under dozens of different names around the world. A revolutionary new material was the opportunity to create a global brand.
Launch a global brand to rival Durex with a fraction of the media spend but a massively better product.
When 98% of respondents believe you have a fundamentally better product, in an area so equally fundamental, then playing it straight is the way to go. Women talking openly about sex and condoms brought the debate front and centre. Starting debates on national TV and hijacking major events and movie launches all helped create a global profile on a tiny budget.
“The global launch of the world’s #2 condom brand was all planned from our London offices. Working with partner agencies we oversaw the campaign in over ten countries establishing the brand through a combination of strategic insight and creative flair. The campaign went on to win awards and to drive sales — eventually leading to a successful trade sale of the brand for over $600 million.”