LifeStyle Targets Gen Z In Sexy New Campaign

LifeStyle Targets Gen Z In Sexy New Campaign

The sexual wellness brand LifeStyle has launched a steamy New campaign targeting the next-gen in Great Expectations via Spark Green + Yoke.

The brand’s new creative platform, Great Expectations, is its first major campaign since LifeStyles separated from parent brand Ansell in 2017.

In that time, LifeStyles has conducted extensive market research aiming to enhance its brand strategy, including a refreshed logo and pack design and the brand has moved to plastic-free packaging across its entire range of condoms.

To create the campaign the brand researched Gen Z consumers to discover their attitudes towards sex, gender, relationships and authentic connections between humans

Nicole Hillier, senior director sales and marketing APAC, LifeStyles healthcare, said: “We’re very excited to launch the new LifeStyle campaign with Spark Green + Yoke as our creative and marketing partners. LifeStyles Healthcare is the world’s longest-operating condom business, being the champion of safe sex for over 110 years.”

“When speaking to our audience it’s apparent that having happy, healthy and authentic connections and relationships with others is of utmost importance to them. This campaign encourages people to enjoy the optimism and special moments of human connection, in all its forms and shared with whomever.”

Ryan Nadzielski, creative director at Spark Green + Yoke, said: “Great Expectations really brings the LifeStyles positioning to life. It’s a brand and product range designed to instil confidence, empowerment and deeper connection.”

“This creative platform builds on the research and empathy interviews we had with our segmented target, covering their hopes, concerns and optimism about sex and sexual connections.”

Helen Soldatos, marketing manager at LifeStyles Healthcare, said: “Working with Spark Geen + Yoke on Great Expectations was an opportunity for us to cement the LifeStyles brand positioning in Australia and New Zealand.”

“The campaign celebrates our positivity and embraces the fact that life isn’t always perfect and that’s okay. Our channel plan has a strong digital focus so we can best connect with our target market on the channels they engage with most.”

“We look forward to working with the team on a number of key activities across our digital platforms, go-to-market executions, and initiatives in the educational space.”

Yoke recently merged with Spark Green, forming an independent group with expertise in brand strategy, creative and design, and digital products across a range of verticals.


Client: LifeStyles Healthcare

Senior director of sales & marketing: Nicole Hillier

Senior sales & marketing manager: Debbie Buschmann

Marketing manager: Helen Soldatos

Agency: Spark Green + Yoke

Creative director: Ryan Nadzielski

Art director & senior designer: Phoebe Dann

Strategy: David Evans

Account manager: Ella Kempton, Jack Carlin

Designer: Krysa Alison

Writer: Sean Cunningham

Creative: Mal Chambers

Production: Airbag

Director: Astrid Salomon

Producer: Johanna Rayner

Executive producer: Martin Box

Managing partner: Adrian Bosich

1st AD: Kham Soukseun

DOP: Alex Serafini

Gaffer: Adam Kercheval

Key grip: Dean Garro

Sound: Manel Lopez

Art director: Lou Wester

Wardrobe: Emma Lamp

Hair/Makeup: Nat Burley

Casting: Highway Casting

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