This new ad campaign for Olla condoms got me thinking about how hard it is to advertise certain brands. The tag line of the campaign is "The day after is more relaxed for those who wear condoms." The only indicator of the brand is a printed 'Olla' underneath. So when you think about it, the effect is more of an advertisement for condoms in general, as a category, as opposed to a specific brand. A guy seeing this ad and getting the message might just as well pick up a durex or any other condom brand.
The campaign itself is pretty creative. It shows a guy wrapped in a towel, sitting relaxed and grinning having a smoke (a typical post-sex guy image) while the people around him look worried and uneasy (supposedly for not wearing a condom). They use a school, a bench, a bus stop and a bus as the backdrop. The ads were photographed by Cláudio Elisabetsky for age, São Paulo, Brazil agency.
Check out the NYC campaign for free condoms and safe sex:
Difficult Advertising & Branding
Olla Condoms
Trend Themes
1. Advertising for Condoms - Exploring creative advertising campaigns that promote condom usage and increase brand recognition.
2. Category-based Marketing - Utilizing advertising strategies that promote an entire category of products rather than focusing on a single brand.
3. Creative Branding Strategies - Exploring innovative ways to communicate brand messaging without explicitly stating the brand name.
Industry Implications
1. Condom Manufacturing - Opportunities to disrupt the condom manufacturing industry by creating unique and attention-grabbing advertising campaigns.
2. Advertising and Marketing - Innovating advertising and marketing strategies to effectively promote condom usage and increase brand awareness.
3. Health and Wellness - Exploring creative approaches within the health and wellness industry to encourage safer sex practices through innovative branding and advertising techniques.