New suggestions for foreplay
Condoms: Advico Young & Rubicam wants to appeal to young people as directly as possible with a new product from Ceylor.
Condoms Advico Young & Rubicam wants to appeal to young people as closely as possible for a new product from Ceylor.And once again an inhibition threshold has been crossed. The new quick&easy condom from the Ceylor range promises no more awkward fumbling and thus no more inhibitions when it comes to handling. This is even easier and thus also faster to bring to the man, because the condom is provided with a special Abrollvorrichtung. The new quick&easy is on in three seconds. "After that, you can take as long as you like." Advico Young & Rubicam's campaign for the launch of the "world's fastest condom" is now also based on this product benefit, which no longer kills the pleasure of paws.
Three ads show the young target audience charming places where you can have sex, but you should hurry a little because you can be caught at any time. Suggestions are: a photo booth, on a park bench or in a changing room. Over the pictures of these delightful places, Ceylor's recommendation is peppered in the form of a sticker: "This place is tested and recommended by the world's fastest condom: quick&easy."
Preservatives for the youngFor the advertisers, these are "places where you spent the best time of your youth," as CD André Benker says. Benker has already worked for Advico on a campaign for Ceylor. Back then, the claim was "Make love not war". Now, however, a completely different generation is to be addressed. Until now, they have not been able to identify much with products such as Ceylor "Blausiegel". "Blausiegel" sounds too much like an old man's round. However, making it sound young is tricky. We didn't want to appeal to young people with the umpteenth snooper theme.
The subjects for the new product trust more in the cheeky joke and are stylistically real and authentic in their imagery as well, making them credible,
as AD Denis Schwarz thinks.
Marking places yourselfThe campaign also uses other youth media. For example, the same sticker used on the print subjects is also distributed to the public with Cards for Free. People can use it to mark places they would like to recommend to others. Another medium used is Cards for You, which is becoming increasingly popular among young people. These free business cards, which can be ordered over the Internet, feature the campaign's subjects on the back.
In the cinema, slides are switched, which also certify the auditorium in the dark during the movie as "tested and recommended".
The campaign reaches its first peak in April in magazines for people who like to go out, such as Forecast and Kult. On April 22, the new condom will also be presented at an event for the target audience at the trendy Toni-Molkerei pub in Zurich.
With its unaffected and direct language, Ceylor should continue to gain in importance, especially among the young core segment. An audience that, according to the Brand Asset Evaluator study, has not yet found its preferred condom brand and is still looking for one. Ceylor now wants to fill this gap with an innovation like quick&easy. For Ceylor, this development represents an important step, because until now it has lost out somewhat as a brand among a younger audience and as a
condom of the older generation is - or was - valid.
The condom manufacturer Ceylor advertises with posters for delightful, certified places where you can have fast sex.
Andreas Panzeri
Three ads show the young target audience charming places where you can have sex, but you should hurry a little because you can be caught at any time. Suggestions are: a photo booth, on a park bench or in a changing room. Over the pictures of these delightful places, Ceylor's recommendation is peppered in the form of a sticker: "This place is tested and recommended by the world's fastest condom: quick&easy."
Preservatives for the youngFor the advertisers, these are "places where you spent the best time of your youth," as CD André Benker says. Benker has already worked for Advico on a campaign for Ceylor. Back then, the claim was "Make love not war". Now, however, a completely different generation is to be addressed. Until now, they have not been able to identify much with products such as Ceylor "Blausiegel". "Blausiegel" sounds too much like an old man's round. However, making it sound young is tricky. We didn't want to appeal to young people with the umpteenth snooper theme.
The subjects for the new product trust more in the cheeky joke and are stylistically real and authentic in their imagery as well, making them credible,
as AD Denis Schwarz thinks.
Marking places yourselfThe campaign also uses other youth media. For example, the same sticker used on the print subjects is also distributed to the public with Cards for Free. People can use it to mark places they would like to recommend to others. Another medium used is Cards for You, which is becoming increasingly popular among young people. These free business cards, which can be ordered over the Internet, feature the campaign's subjects on the back.
In the cinema, slides are switched, which also certify the auditorium in the dark during the movie as "tested and recommended".
The campaign reaches its first peak in April in magazines for people who like to go out, such as Forecast and Kult. On April 22, the new condom will also be presented at an event for the target audience at the trendy Toni-Molkerei pub in Zurich.
With its unaffected and direct language, Ceylor should continue to gain in importance, especially among the young core segment. An audience that, according to the Brand Asset Evaluator study, has not yet found its preferred condom brand and is still looking for one. Ceylor now wants to fill this gap with an innovation like quick&easy. For Ceylor, this development represents an important step, because until now it has lost out somewhat as a brand among a younger audience and as a
condom of the older generation is - or was - valid.
The condom manufacturer Ceylor advertises with posters for delightful, certified places where you can have fast sex.
Andreas Panzeri
