In spite of countless campaigns against unsafe sex and a plethora of condom products, there is still an amazing level of apathy for the use of condoms. According to recent numbers, 29% of men in Nigeria are reported to have ever used and are still using a condom.
So the goal of this campaign was to educate the adults on safe sex and also increase awareness of our product (FLEX) which also comes in various flavours.
Idea
Position Flex condom as a product that is conscious of meeting people’s need for heightened satisfaction as well as safety. The creatives were metaphoric, using relatable objects to communicate with our audience that they can enjoy safe and sweet pleasure with a Flex condom.
Line
Keep It, Sweet. Keep It Safe
Execution
We used edibles that easily resonated in the minds of people as both Sweet and Safe (e.g Pizza/Lime, Bitter Kola/Lolly Pop, Carbonated Drink/Water etc.). Creatively expressing the concept of Safe also being Sweet at the same time, just as Flex condom intends to give to its target audience.
