Ansell Wellness Division came to YOU with a brief. In fact, more like a challenge. This premium non-latex Condom was going head to head with brand leader Durex, a brand with massive distribution and very deep advertising pockets, being part of Reckitt Benckiser. SKYN had to ‘stand out from the crowd’, to be more fleet of foot than the competition, to make their media budget sweat. Therefore, the brief was to re-launch SKYN condoms across the EMEA and provide learnings and results that could be rolled out globally.
Focusing on Ansell’s leap in product benefits and an end-line ‘This Changes Everything’ the campaign had to be different. We had to change the way people thought. YOU evaluated the existing and target sales regions (key conurbations in the UK, France, Poland and Italy) and designed a media campaign that had impact and audience relevance.
A schedule utilising high impact poster sites in key locations within cities was supported by high impact online display, geographically, contextually and behaviourally targeted against our defined millennial target audience.