The campaign, which will kick off with outdoor advertising across ‘romantic’ locations including London, Paris, Warsaw and New York, is an attempt to gain market share away from competitors including Trojan and Durex.
In the UK Durex is the biggest selling condom brand. Last month the condom brand launched a TV and digital campaign to promote its recently launched Performax Intense line.
The brand will also support the launch with an online video, a mobile app and experiential activity, which will include a laser show featuring Skyn advertising lighting up the sky on February 14 over London’s Battersea Power Station.
Barry McCool, head of global marketing sexual wellness at Skyn owner Ansell Healthcare, says: “We believe Skyn will become the world’s leading premium condom brand.”
He added: “By creating a premium brand with strong testimonials which are reflected in the communications we will create an element of desirability about this category and thereby encourage condom usage”.