Condom brand Skyn has made its first foray into sexual medicine, unveiling an erectile dysfunction (ED) pill delivered in packaging that always stands to attention.
The brand is promoting the launch of Arise with an ingenious bit of packaging, created by designer Jean-Baptiste Fastrez and agency-of-record Sid Lee Paris.
When the box is pulled open, a black, phallic-like container pops up, thanks to the use of some clever weighting and design. The ED pill is housed inside.
In a statement, Skyn said it wanted to develop packaging that would spark conversation around the subject of erectile dysfunction in order to ease the taboo surrounding the topic.
“Is that an erectile dysfunction pill in your box or are you just pleased to see me?” pic.twitter.com/CiWWvYMQsj
— Katie Deighton (@DollyDeighton) April 11, 2019
“We wanted to come up with a design that reflected the pill’s purpose but had a sleek look, something that could just as easily be an accessory,” said Mehdi Benali, managing director of Sid Lee Paris. “Most consumers now understand what this product does – so it was really about entering the category boldly, with something simple but impactful.”
Known for its condoms, Skyn has plans to enter the sexual medicine space as a stigma-busting, anxiety-relieving brand. Its execs have previously spoken out about the restrictions placed on the advertising of condom brands, which have pushed its marketers to experiment in the realms of VR, print and voice tech.
Jeyan Heper, chief executive of Skyn’s parent company LifeStyles, said: “We thought about the way erectile dysfunction is usually approached and wanted to push boundaries on how we package the product and normalize the condition.
“Skyn Arise was born out of the desire to be a disruptive force in our industry, and so we created a cool, always-up package for our ED medication – something that visually demonstrates what men are after."
The medication will be sold and shipped through a direct-to-consumer model, following a doctor's review.