Cannes Lions

JONTEX SENSITIVE CONDOMS

McCANN ERICKSON BRASIL, Sao Paulo / JOHNSON & JOHNSON / 2008

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Overview

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Credits

Overview

Description

The objective was to rejuvenate the Jontex brand through one of the products in its line, the Jontex Sensitve condom. Research showed that consumers saw the brand as old, being viewed as the “condom my dad used to use.”The communication task was to create a comfortable environment for the target, defined as men between the ages of 18 and 35. To this end, a series of actions were created using the language of cartoons and the creative concept "Be sensitive and score”. All off-line pieces focused on drive to web.

Execution

We created a multidisciplinary project with ads, short commercials for movie theaters, material for sales points, communication in bars and parties, blitzes in universities and a central site that integrated all actions. On the site, consumers participated in 4 fun classes on the art of the sensitive pick-up line. Additionally, the site hosted a space for the Pick-Up Lympics, a competition to choose the best pick-up lines submitted by college students from 20 universities in Sao Paulo, which was the highpoint of the campaign. Finally, the site hosted a VIP section, renamed Very Lovely People, where consumers could register and receive special offers and benefits upon purchase of the product.

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