Too Much Pleasure

Background

In a sector that had traditionally sold itself on the idea of contraception, Manix was the first to differentiate on the idea of pleasure and to market their condoms as being able to stimulate the senses. However, now that other manufacturers have also moved into this space, Manix was keen to recapture its original territory. It therefore launched the Manix Xperiences pack, which brings together several new features to provide even more pleasure. The challenge was to use the launch of this pack to win back the brand’s position as market leader, yet with a far smaller budget than that of its competitors.