Mates Condoms has undergone a major overhaul in a bid to take market share from rival Durex. It will be supported by a £1m campaign, which launches today (Wednesday).
The overhaul includes new packaging across the range and its first dedicated branded website.
The new campaign, which has been created by integrated agency WARL, introduces a new theme called “Pleasureland”. It is a highly stylised world of hedonistic sexual pleasure where all the senses are stimulated and where there is no limit to imagination or enjoyment.
The TV execution shows a “sensual” world with a real couple enjoying a series of fairground rides against an animated backdrop. It will be supported by online ads, viral and a press partnership with lads’ magazine Zoo.
Mates appointed WARL to handle its advertising business earlier this year (MW June 12). It is the agency’s first work for the brand.
The brand has attempted to reposition itself in the past. Four years ago, it launched a youth brand called Xplore and a sub-brand called Pleasure, which was aimed at women, but has not engaged in any major marketing activity since then.