Recasting condoms as a lifestyle badge for young, multicultural men.
Populist worked with b condoms to help shape the narrative for its pioneering line of condoms in an effort to increase adoption among young, multicultural men in the U.S.
Condom marketing in the U.S. — especially those efforts targeting at-risk groups — tends to appeal to users’ health and wellbeing. That approach’s shortcomings compelled b condoms to rethink a strategy to condom promotion for young, multicultural men in the U.S.
Populist collaborated with b condoms in an effort to use a ‘lifestyle’ brand as a strategic tool to reshape the narrative surrounding safer sex. By using a user-centric approach to marketing and sales, b condoms is converting more young men into customers of its condoms.