Lovers+ is the leading condom brand in South Africa with a lion’s share of the market based predominantly on very practical decision drivers of price and perceived quality, i.e. “Which condom is the safest choice but at a cheaper price?” This category is rarely driven by brand love, which is dangerous for a brand leader positioned on price as it does not safeguard the best interests of the business or the future of the brand.
Re-position Lovers+ in a manner that cements leadership, impedes any potential pricing and quality threats around pricing and allows for future brand stretching and product innovation. In order to achieve this the communication had to provoke the consumer to consider the brand beyond the price, consumers needed to choose our brand for its functional features (price & quality) and its emotional benefit of freedom as well as confidence to enjoy a fun and playful sex life. The communication needed to bring the brand’s new positioning of “It’s playtime!” to life, driving relevance and affinity.