HERO Condoms New Packaging Designed To Entice Women

HERO Condoms New Packaging Designed To Entice Women
SHARE
THIS



HERO Condoms has unveiled new packaging it says was guided by feedback from more than 1,200 Australian women.

The survey revealed a preference for packaging materials and imagery that evoke a high-quality, premium feel and a desire to align with brands that incorporate recycled materials. It also got rid of over-sexualised images that were reportedly a turn off to women.

“Women makeup close to half of the Australian condom market, but the latest surveys show the major condom brands don’t seem very interested in making a product with women in mind. Women are more empowered than ever when it comes to sex, so we want to make sure our products are engaging and reflecting the needs of this significant part of the market,” said Dustin Leonard, CEO of HERO Condoms.

The survey also found that more than nine out of 10 women thought it was important for brands to be socially responsible and give back to society – an important part of HERO’s one-for-one mission.

For every HERO condom sold in Australia and New Zealand, one is donated to a developing country. To date, HERO has donated 575,000 condoms to Botswana, which has one of the highest rates of HIV/AIDS infection in the world, and has pledged to donate two million condoms this year.

HERO partnered with leading brand design expert Gary Broadbent, who currently serves as creative director for Sydney’s new $1.1 billion International Convention Centre, to help articulate the new insight on the factors most important to female shoppers, in a visually appealing way.

Mr. Broadbent says HERO’s socially conscious mission is a key reason he was eager to be involved.

“Social responsibility is the future of brands, so I am incredibly proud to be a part of HERO which does extraordinary work to help fight the spread of HIV and AIDS, particularly in the developing world. The innovative work we are doing will help position HERO as one of the most important corporate social responsibility (CSR) brands in the world,” said Broadbent.

Leonard added: “We are thrilled to be able to work alongside such a well-respected name in the design world. Mr. Broadbent has helped us translate women’s feedback into a modern and luxurious design that better reflects the quality of our products and our desire to speak to women in a way that other condoms brands are not.”

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]