-Leah Drewnowski, project director
What type of condoms do you use? Personal question I know, but when you think about condoms what are the first three brands that come to your mind? Let me guess …
Trojan, Durex and Lifestyles
That’s what everyone says. Not anymore. ONE condoms is taking on the big boys and they are starting this journey with the help of TNH. If you haven’t heard of ONE, take a look. ONE condoms are unique. They come in circular wrappers with over 250 witty designs and are packaged in tin cases. What’s your favorite saying?
Last semester our team conducted research in order to position ONE in the market and develop a strategy to most efficiently build brand awareness and loyalty. We analyzed MRI data, did netnography studies and conducted several focus groups. The findings helped us develop two campaigns, based on the common theme of empowering women. We decided that the competition effectively targets men, so why not take advantage of targeting women? Plus, when it comes to sex, women are most likely going to make or break the decision. That’s right boys, like it or not, she has the final say. So, in order to build awareness for this relatively new brand, we decided to reach out to women and reassure them that they have the power when it comes to sex, and that ONE will provide them with the extra confidence needed when making condom-related decisions. Also, while creating a relationship with females ONE indirectly targets men – if she wants ONE I’m sure you guys will have no problem using ONE. Great strategy.
This semester our team moved on to two other projects. The first project was a website makeover – ONE was in need of major renovating. After in-depth research on both ONE and the competitions’ websites, we developed an inclusive report, explaining ONE’s weaknesses and opportunities, while our creatives went to work building website templates. The second project, which is currently under way, is a social media strategy. We’ve already conducted the research, now we are working on the strategy. Overall, this semester has been extremely hands on and our team has produced great work full of great ideas!
So next time you are in Target, pick up a package of ONE condoms – Even if you do not plan on using them, the innovative sayings will be sure to make you laugh. And, if you think you’re creative enough to design a better wrapper, submit your idea to the Design ONE contest.