Educating the population about condom usage in Brazil takes persistence and overcoming preconceived notions. To wit, there's a common saying that “sex with a condom is like eating candy with the wrapper on” – an old perception that slows the STD prevention investments made by brands and government.
To counteract this common saying, as well as highlighting the benefits of the new Jontex Real Feel – a latex free condom, that, according to the company, allows for real skin-to-skin touch sensation – the brand, in partnership with BETC São Paulo, launched a campaign with an unusual concept: an edible candy wrapper.
The edible wrapper was designed to prove that eating candy with a wrapper on and having sex with a condom can both be rewarding. The brand sent a special kit with the candy and the new Jontex Real Feel to digital influencers and distributed samplings in bars.
Client: Reckitt Benckiser
Agency: BETC São Paulo
CCO: Erh Ray
Creative: Rodolfo Barreto, Daniel Schiavon, Alexandre Ravagnani, Chico Lucas, Americo Vizer, Fillipe Abreu, Gustavo Guives, José Pedro Bortolini e Vitor Prado
Creative Project Management: Gabriela Muller
Brand&Business: Daniela Keller e Luana Gregorio
Communications & PR: Camila Nakagawa
Strategy: Renata Bokel, Utymo Oliveira e Paula Lins
Channels & Engagement: Carlinha Gagliardi, Felippe Sobrinho, Ruy Neto, Artur Martins e Herlan Honorato
Production: Mariane Goebel, Anna Ferraz, Julia Padovan e Daniela Nammur
Graphic Production: Gilmar Souza, Carlos Valeriano, Robson DeVitto, Plínio Junior, Márcio Brusaferro
Production Company: Corazon Filmes
Director: Premier King
Motion Producer: Tiago Hasegawa
Audio Production: Cabaret Studio
Client Approval: Guilherme Nogueira, Paula Neves e Juliana Rufino