The condom industry is dominated by two major players who tend to come off as, well, icky. Which presented a unique opportunity to launch a brand that wasn’t so…gross. But in order to truly distinguish Sir Richard’s from the trope-laden competition, we had to experiment with themes that were unexpected within the category. In other words, no dick jokes.
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First, we exposed the dirty secrets our competitors don’t want to talk about: Chemicals.
Then, we made simple observations about the real cost of our product. Which, as it turns out, is actually a savings.