Charlie Sheen leads fundraising campaign for 'next generation condom' the Lelo Hex
Sex product designer Lelo has rolled out a campaign hoping to fund a new condom called the Lelo Hex, with the backing of actor Charlie Sheen.
The company claims to have re-engineered the condom for the first time since the 1950s, with the Hex comprised of 350 hexagonal plates allowing for strength and thinner plates for sensation.
The fundraising efforts have been spearheaded by Charlie Sheen in a series of films, the first of which is now live and you can see it below.
Lelo’s campaign offers 10,000 early adopters the chance to try the structurally different condoms before they go on sale. The launch will be publcicised with two 'Hex Appeals' – one in New York and another London with Charlie Sheen.
Steve Thomson, chief marketing officer at Lelo, said: “Hex Appeal is about getting people excited to try the next generation condom, one that’s structurally different from any that have come before. Our goal is to get a minimum of 10,000 backers to pledge to experience Lelo Hex condoms in advance and start spreading the word about the game-changing benefits it has to offer, so our partners were key.”
Hugo Feiler, chief executive at Alpha Century, added: "Lelo like to do things differently and working with Charlie Sheen is a typically bold choice because this is one of those sensitive subject areas that needs to be brought out into the open and to get people thinking about and discussing. It all happened very quickly from conversations with Lelo through to making the films with Charlie Sheen in LA. It shows that making brave choices and being interesting makes the message the medium on many levels.”
Lelo appointed agency A Little Bird to bring Lelo Hex to market with Alpha Century serving as the creative agency for all filmed content and Lisa Ventham, Marco Richards and Highwire handling PR.