Skore: Bridging the gender divide in sex

Condom brand Skore used TV, digital and events to redefine the category narrative and boost sales in India.

Campaign details

Brand: SkoreBrand owner: TTK Protective DevicesLead agency: McCann WorldWideCountry: IndiaIndustries: Contraceptives, family planningMedia channels: Content marketing, Events & experiential, Online video, Social media, TelevisionBudget: 500k - 1 million

Executive summary

Skore, India's newest condom brand, needed to find a new narrative to communicate with its consumers. Condoms were a category where communication codes were dictated by sleaze and titillation; and a competitor's campaign featured India's most-Googled person and a former porn star – Sunny Leone.

Avoiding the category's heat-inducing narrative and vulgar imagery, Skore decided...

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