LifeStyles & Blowtex: Smart = Sexy – Reframing sexiness in a digital-embedded way

Manufacturer of protection products Ansell used thumb-first thinking to drive sales and build a brand tonality between its two condom brands in Brazil and the US.

Campaign details

Brand: LifeStyles (USA), Blowtex (BRA)Brand owner: LifeStyles HealthcareLead agency: +KNAUSSCountry: United States, BrazilIndustries: Contraceptives, family planningMedia channels: Mobile & apps, Online video, Social mediaBudget: Up to 500k

Executive summary

Sex sells. But smartness sells even better.

We can confidently state this after engaging a young, male-centric audience – for Ansell's Blowtex and LifeStyles condoms – in digital-reach channels and building a global brand equity as a challenger. Last but not least, the truth of our statement is clearly reflected in Nielsen sales data.

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