Peta: Huntsman Condoms by MullenLowe Singapore

With widespread reports of animal slaying in the past year with news such as the killing of Cecil the lion, PETA wanted to take action against the sport of recreational hunting. One key insight provided the campaign inspiration: the tradition of recreational hunting is often passed from parent to offspring, and by breaking that chain, the popularity of the sport would decrease.

To convey this insight in communications, MullenLowe Singapore and PETA developed a new condom brand to stop the reproduction of huntsmen through contraception, with the ‘HUNTSMAN’ condom. The condoms were marketed as a true product, with a full campaign including online commercials, a social media presence and in print, all without any mention of PETA or PETA branding. Samples were mailed to opinion makers in the hunting community, notorious trophy hunters, specialty trade magazines, blogs, hunting organizations and promoted live at trade shows. HUNTSMAN’s branding is macho and outdoorsy, with camouflage packaging – aimed at appealing to recreational hunting enthusiasts.