Skyn’s futuristic campaign mapping the demise of sexual intimacy (cause of death: technology) epitomises the condom brand’s approach to marketing – one that falls outside of conservative titillation to explore the real, and the next.
Jeyan Heper, the chief executive of Skyn’s parent brand, LifeStyles, is frustrated. His job is to drive the sale of “protective solutions” (namely condoms and lubricants) but that job is made difficult the world over by those in control of the traditional media platforms it requires.
Aside from the stringent testing and development that all Skyn products must go through as medical devices, the taboos surrounding the brand’s communications form its biggest challenge in the market.
“In certain markets you cannot put a condom advert on TV before 9pm,” says Heper. “Last year we did a very interesting lubricant ad in France, it was the most hilarious thing you could imagine, but it was censored by the watchdog. I cannot put it on a billboard either.
“So, I take it online.”
YouTube, Facebook and YouTube have provided Skyn with a 24/7 screen that’s free from the protective eyes of the ASA, FTC ad numerous other national standards authorities. Its Places of Intimacy ad, which features an assortment of beautifully shot steamy scenes, has so far racked up nearly 50,000 views on the former.
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Source: The Drum