PI Condom: Phase 3 Additional Design Exploration Prepared for Ansell 09/06/2007 224 NORTH DESPLAINES SUITE 100S CHICAGO ILLINOIS 60661 TEL: +1 312 575 0700 WWW.WSDV.COM
Introduction Lifestyles is launching a new condom. The opportunity for the brand is to: Expand the Lifestyles offering beyond latex condoms Improve Lifestyles presence in Target and other retailers in which it currently has little or no shelf space Improve Lifestyles brand awareness and purchase intent among the target demographic of heterosexual males ages 18-30. Increase $ revenue by offering a more premium product. The Polyisoprene condom offers several benefits which can make the concept a leader in the category Offering more sensitivity than latex condoms, PI condoms feel more like you are wearing nothing at all. In clinical trials, PI condoms performed at least as well as latex condoms. The final report of the California Family Health Council cited PI condoms to be statistically non-inferior to natural latex condoms with respect to the clinical breakage probability. PI condoms are clear and odorless. PI condoms are latex-free, making them safe for latex-sensitive consumers.
Lifestyles Brand Perception Research conducted from June to August suggested that Lifestyles lacks a single, cohesive personality. Some respondents perceived the brand as one for the privileged, socially aware man. Other respondents thought the brand represented a regular, confident guy. Yet other respondents mentioned the brand seemed like it was in its 60s with slippers and a robe. Positive Respondent commentary Confident Strong Popular Comfortable Polyisoprene Opportunity The introduction of a new product is a wonderful opportunity to evolve the brand into something more relevant to today s consumer. Based on the research findings and the consensus of the team, we believe Lifestyles can become a hip, confident brand providing something for everyone. Innovation with the NEWEST MATERIAL could insight consumers to try. Something for Everyone This is me Inclusive Different personalities Popular Culture Relates to your life High Style Hip
Visual Communication During the focus groups on August 22 respondents were exposed to PI packaging mock-ups containing a new communication architecture. New Communication Hierarchy: 1. Product Name (bareback) 2. Brand (Lifestyles) 3. Product Attribute (Closest Thing To Wearing Nothing) 4. NEW Claim What s Working: Size relationship of Brand and Product Name High Attribute Visibility Repetition of NEW Claim Consistent color scheme among bath product line. Reassurance of product quality Architecture of Sensoprene package preferred
Design Routes Based on research findings and overall team consensus, we have developed 2 design routes for the new PI condom. Both routes portray the new product as a premium offering while exploring new personalities. As a final name has not been chosen, we have used Raw and Bareback - the preferred names following the August 22 focus groups. We have also used the product attributes attached to those names during the Aug 22 research. TECHNO MINIMAL Street Regal Remove easily
Street Regal Cross Cultural National and international appeal Trend right Premium (ornate) Royal accents Use of silver and gold
Concept SR-1
Concept SR-1 Shane
Concept SR-2
Concept SR-2 Shane
TECHNO MINIMAL Universal Appeal Innovative Trend right Premium (simple) Sleek Sophisticated Accents of bright color Black & white dominant Metallic
Concept TM-1
Concept TM-1 Shane
Concept TM-2a
Concept TM-2a Shane
Concept TM-2b