We designed new packaging for our private label of condoms that looks like crisps, candy and snack packaging and called them “CondoMMM”.

For a couple of weeks in April, as a test, we produced and distributed 900 units of a special edition pack of condoms in our stores in Northern Italy.

The newly designed packs of condoms were placed in the pharmacy aisle of supermarkets next to other brand condoms, making it easy for young people to buy them.

A clear product description and instructions for use was written on the back.

In few weeks CondoMMM sold out.

Awareness and demand of the brand was increased considerably.

Coop saw a large increase in the number of young consumers in their stores as the youngsters recognised Coop was catering to their needs.

The Undercover Condom project had a great impact, changing on the shopping habits of young people aged 14-18 years old.