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. A resulting video shows those influencers first eating a candy with a non-edible wrapper and saying it tastes terrible. Next, they are given the candy with the edible wrapper, which they all say is delicious. With the realization that the candy is from a condom company, the influencers get the idea and, in turn, promote the new Jontex condom.
By performing the social experiment, Jontex hoped to redefine the common saying and, at the same time, improve prevention and usage of its product.