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.
Credits
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
