Stamina Condoms is a condom brand created for young adults. Approximately 75% of condoms are purchased by men and women under the age of 35. Because of this, when creating a condom company, I felt it would be important to single in on groups in this age range.
CHILL:
CHILL condoms were created for college freshman on the party scene. The name, CHILL, plays off the idea of “Net ix and Chill” that this demographic would be familiar with, and the neon colors would draw the wanted attention to the package when placed on shelves with other condoms. They come in a 2-pack and a 10-pack, the 10-pack would be sold in stores, while the 2-pack would be sold in vending machines on college campuses, as well as in bars and clubs.
When researching this demographic I found that nearly half of all people under the age of 19 have never been taught how to put a condom on. Because of this statistic, the directions on these packages are more prominent to ensure that they are being used correctly.
CHILL poster series was created to be hung around campus' and in bars/clubs that CHILL condoms would be sold.
Embrace:
Embrace condoms were created for single women ages 25-30. 68% of woman feel that it is not solely the mans responsibility to provide the condoms, however only a small percentage say they purchased the condoms for their most recent sexual encounter. This is because the majority of condoms are still branded and marketed towards males. Embrace offers a solution to that by being directly branded and marketed towards women.
This demographic may be a little uneasy or embarrassed to purchase condoms, but want to be prepared, so the packaging mentions condoms very subtly, and is designed to more closely resemble fancy makeup packaging rather than condoms. Additionally, the Embrace condoms would be stocked in stores in the makeup and feminine hygiene isles, giving women the opportunity to avoid the condom aisle all together.
Finally on the inside the individual condoms are packaged in circles, so if they were to fall out of a purse or bag, they wouldn’t stand out to others as condoms the way that the traditional square condom format would.
