Case Studies

CAMPAIGN CASE STUDIES

SIR RICHARD’S CONDOM COMPANY

In 2009 a group of entrepreneurs and designers came together to create a different kind of company.

THE PROBLEM

A huge condom shortage is leaving millions of people susceptible to

some of the world’s most preventable diseases.

THE CHALLENGE

From the ground up, build a company with the power to help address this pressing global health

crisis.

THE SOLUTION

For every Sir Richard’s condom purchased, we contribute one to a

developing country.

“We’ve started something truly special in Haiti, we brought a needed product. But we also brought a great brand, KORE, that the Haitian people will love. That could mean so much more.”

-Marc Baptiste, Sir Richard’s Creative Director to Haiti

The focal point of Sir Richard’s mission is to make a contribution that ensures cultural relevance to their target audience. They accomplish this task by seeking guidance from local artists, healthcare providers, and more.

THE IMPACT

THE PRODUCT

Not all condoms are created equally. Sir Richard’s condoms are made from 100% latex, uses chemical-free lubricant, with no spermicide, parabens or glycerin. Sir Richard’s

condoms are vegan (contain no casein) and EXCEED FDA standards.

TARGET AUDIENCE

“Everyone! At Sir Richard’s, we take a no judgment perspective on our buyers. Unlike other condom brands, we’re not trying to say that because you use our condoms you’re going to have a more

amazing sexual experience. We’re of the mindset that the person who is going to pick Sir Richard’s is more discerning in taste, more aware of the world, more design-focused, and that the

combination of those characteristics will naturally make that person better in bed!

The Sir Richard’s brand is gender agnostic, and we’ve seen great resonance from it with women. Our average female customer is 18-34, and is generally a woman looking for products and brands that share her values, who is optimistic in that there are ways through her everyday choices that

she can give back to the larger community, and who is conscious about the things she puts in her body. What you put inside your vagina arguably deserves the same, if not more, care and attention

as something you put in your mouth, and our customers are more discerning in that regard.”-Mia Herron, Director of Marketing

THE CAMPAIGN: Vagina RulesSir Richard’s Condom Company asks women what they DON’T want...

VIDEO

Slogan: “Vagina Rules”Tagline: “We just hope you keep all chemicals out of your vagina”

http://vimeo.com/42297190

EVENT

MARKETING

Sir Richard’s calls upon women to share ‘rules about what they won’t put in their vagina’ to raise awareness for the lesser-known chemicals that are often found in condoms and

lubricant, including spermicide, parabens, and glycerin.

Campaign introduced as a finale to National Women’s Health Week (May 12-18th, 2012)

Street teams posted posters all over downtown New York urging women to share their answers:

investment bankers

bowlers

pastry chefsstreet performers

brad

mixologistsroadies “all men”

PRINT

SOCIAL

MEDIA

MEDIA

COVERAGE

“But this — this works. They just show lady after lady talking about what kind of man they won’t fuck: investment bankers, for example, and bowlers. One even says,

‘There’s so many!!’ I think I identify with her the most.”

“Good list, we say. This was Sir Richard's wink-wink way to remind customers of their promise never to put chemicals in their condoms.”

“Women have been overwhelmingly responding to the interesting campaigns and are more than happy to be filmed stating their ‘Vagina Rules’.”

“And women have been sharing in droves. Turns out there are a whole lot of things that women just don’t want near their vaginas.”

VIRGIN ATLANTIC

OUR PEOPLE: “our most important asset”

OUR EXPERIENCE: “Why shouldn’t the journey be as dazzling as the destination? In our world it is.”

OUR FUTUREworldwide “short-haul” connections and sustainability

“What really matters is what you create. Does it work or not? Does it make you proud?” -Richard Branson

OUR STYLE: “from design innovation to industry firsts”

THE TARGET

THE CAMPAIGN

http://vafitfoo.com/

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SOCIAL

MEDIA