Home  › Social › Social Media
lovesexhatecondoms

Condom Maker Promotes… Sex

  |  February 16, 2012   |  Comments

LifeStyles' new campaign, "This Changes Everything," features attractive models online, offline, and in person.

Update: Within the first week of the ad campaign, LifeStyles reported that it received 16,000 requests for a free condom in response to an offer on its Facebook page.

lovesexhatecondoms"Love sex. Hate condoms. Love SKYN," reads a poster ad for Lifestyle Skyn condoms featuring a sensual woman in a bedroom pose.

At the Metropolitan Pavilion – one of several venues for New York Fashion Week – three leggy models stood at the Ansell LifeStyles exhibit booth, ready to hand out condoms to passersby. Other models will visit bars in New York City and Chicago and do the same this and next week.

The efforts are part of LifeStyles's new advertising campaign, "This Changes Everything," to promote its Skyn line of non-latex condoms. The campaign seeks to win over both men and women who don't like using condoms, said Kate Sollecito, senior manager, brand/product marketing, at Ansell. "So soft, it's like wearing nothing at all," reads LifeStyles marketing promotions.

The campaign takes an upbeat approach, embracing love and sex instead of promoting "safe sex" to avoid sexually transmitted diseases or pregnancy. In contrast, rival condom maker Trojan promotes "trust" in the message on its paid search ads on Google: "America's #1 Condom, Trusted for Over 90 Years."

Meanwhile, the LifeStyles Skyn campaign has several online components:

  • On Facebook, people who "Like" the LifeStylesUSA Condom page can get a free condom in the mail. As of Feb. 15, the brand had 51,000 likes.
  • A mobile app with augmented reality. Someone who points a smartphone at a LifeStyles poster ad featuring a model, for instance, will be able to see a video with the model. Sollecito said plans include using the app to offer discount coupons and other promotions.
  • A new website with sex surveys and polls. One now on the site lets participants find out how their sex life compares to other people in the rest of the country.

LifeStyles faces a formidable battle to increase market share against Trojan condoms. Trojan had 75 percent market share in 2008 compared to LifeStyles' 8 percent, Scripps Howard News Service reported in 2011, citing an anti-trust lawsuit filed by another condom maker, Mayer Laboratories.

Meanwhile, back at the LifeStyles booth at Fashion Week, one man stopped by to scoop up a few samples. "Better to be safe than sorry," he said, before he dashed back out into the crowd of fashionistas.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

ClickZ

Articles written by ClickZ's staff.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive 9 Strategies to Engage Your Consumers White Paper

9 Strategies to Engage Your Consumers
Online marketing apps are highly engaging - taking visitors on short, but effective, conversion-focused journeys. This white paper illustrates 9 strategies to engaging consumers through app-like experiences.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Sr. Paid Search Manager
      Sr. Paid Search Manager (Bisk Education) - TampaCurrently seeking a Sr. Paid Search Manager in Tampa, FL for Bisk Education! Bisk Education is a...
    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...