Mates Condoms Xplores youth market

Mates Condoms is making a concerted effort to target 16- to 21-year-olds with the launch of a youth brand called Xplore. The launch will be supported by a &£1m marketing and PR campaign. The new brand will be stocked alongside grooming products, in an attempt to take the embarrassment out of buying condoms. The Xplore range will include two variants, Clubmix and Easy Fit. This will be the second launch for the condom company this year, following the roll-out of Pleasure, which is aimed specifically at women (MW April 8). The company, which recently appointed creative agency Real Adventure to handle its &£2m advertising account, is presenting itself as a ‘young’ brand and trying to move away from the unisex market.

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