Nobody would be embarrassed of buying a packet of crisps so we designed new packaging for our private label of condoms that looks like crisps, candy and snack packaging and called them “The CondoMMM”.

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

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.

The Undercover Condom project had a great impact on the shopping habits of young people.

Inside the store, the new packs got all youngsters’ attention, and the news of CondoMMM was shared and spread through word of mouth in no time.

Youngsters who initially showed embarrassment and reluctance to buying condoms changed their behaviour completely and recognised Coop was catering to their needs.

After a few week on supermarket shelves Coop own brand condoms in the new packs sold out.

We really won: against STDs, unexpected pregnancy, and embarrassing purchases.

The Undercover Condom project is relevant because it changed the way condoms are presented on the shelf to the youngsters, not as embarassing products but as the usual funny coloured products for young people. The project changed youngsters’ attitude to purchasing condoms and therefore encouraged the practice of safe sex.

Target audience: youngsters aged between 14 - 18 years old.

Research on the use of contraceptives in Italy shows that one in two youngsters don’t use condoms.

To give young Italians the opportunity to practice safe sex we needed to protect them from prying eyes while they were purchasing condoms.

We wanted to show young customers that buying condoms is just as easy as buying a packet of crisps, snacks or candy.

In Italy one in two youngsters don’t use condoms because they are embarrassed of buying them.

Coop, Italy’s biggest supermarket chain, historically committed to people’s needs, decided to address this issue.