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Sergio Castro Lauren Martiello Jeremy Miller Andrew McGrath Daniyil Onufrishyn Kim Thomas

hi there ;)

13 June 2013


Question

Who has ever had a problem with a condom?


Research


Research Survey highlights 2% Disposal 30% Proud 30% Feel 40% Opening 50% Embarrassed

20% Indifferent

28% Rip FIGURE 1

What is a problem you often face with condoms?

FIGURE 2

Describe the feeling that you have while purchasing condoms?


Highbrow

Research Competitive landscape

Simple

Lowbrow

Clutter


Target Audience


Target Audience Karlsson Banks

LIKES

His coffee French pressed NPR Boozey Brunches The Armory Show Nike Dunks Cooking Wine KARLSSON BANKS 29, Media Strategist who lives in the West Village


Target Audience Karlsson Banks

VALUES AND BELIEFS

His Family Friends Healthy Living Marriage Equality Spontaneity Being Proactive A Positive Attitude Motto: “It’ll Be Fine” KARLSSON BANKS 29, Media Strategist who lives in the West Village


Target Audience Karlsson Banks

INFLUENCERS & SOURCES OF INFO

WOM Experts Thrillist High Snobiety Friends Aspirational Figures (Like Ryan Gosling, OK Go!) KARLSSON BANKS 29, Media Strategist who lives in the West Village


Target Audience Karlsson Banks

TV

Mad Men, Homeland, KU Basketball FAVORITE BOOK

“Me Talk Pretty One Day” by David Sedaris BUCKET LIST

Travel across India FILL A ROOM WITH ONE THING

Steak frites, red wine and 30 friends KARLSSON BANKS 29, Media Strategist who lives in the West Village


Brand Platform


Brand Platform Name

™


Brand Platform Positioning

We know why people are buying condoms–we want to help them make the process of buying and using them simpler. Fit is a trustworthy, forward thinking brand that speaks to those who want a pleasurable experience all around.


Brand Platform Tone of voice

Smart, Simple and Secure.


Brand Platform Differentiation

The idea for FIT™ Condoms was possible after extensive research, combining polyisoprene and polyurethane-silicon plastic (Memory Foam). The result was a form-fitting, synthetic latexfree material that forms to any shape, regardless of size. The first one size fits all condoms. The material is pure and free from other compounds which ensures an allergy-free option for consumers. Not only this, but the inner tip of the condoms are lined with nanometer-scale fibers woven out of medicines that prevent HIV infections, providing the ultimate protection against disease. With the use of a natural coconut oil lubricant, FIT™ Condoms guarantee a pleasurable and safe sexual experience for the male wearer and his female partner. Why coconut oil? It helps in fighting harmful bacteria such as those that cause UTI’s and is also proven effective against a variety of infections due to its antifungal, antiviral, and antibacterial properties. FIT™ Condoms have been through extensive clinical research to test that they protect against HIV/AIDS, STD/STI and has also been proven an effective contraceptive method. FIT™ Condoms are FDA-approved, and are expected to hit the market in early 2014.


Brand expression


Brand Expression Mark

™


Brand Expression Communication Device

(

)


Brand Expression Communication Device

(smart)


Brand Expression Communication Device

(love)


Brand Expression Communication Device

(lust)


Brand Expression Communication Device

(play)


Brand Expression Communication Device

(frisk)


Brand Expression Communication Device

(safe)


Brand Expression Communication Device

(snug)


Brand Expression Mood board for brand


Brand Expression Mood board for design


Brand Expression FDA Packaging Regulations

External Box (Principal Display Panel) Detailed information (user directions, contraception and STD risk reduction) Must be featured on box or on insert inside the box


Brand Expression Packaging


Distribution Self-checkout


Distribution Self-checkout

(snug) one size fits all

new latex free nanofiber material

NEXT GENERATION CONDOMS clinically tested | FDA approved


That’s a wrap.


(fit)