Awareness can also be achieved by appealing to the stomach. And to desire. This was understood by the Peruvian brand Leather condoms And the “waffleria” The tipspecialized in phallic form, in the collaboration they carried out with the intention of reminding young people of the importance of protection and sexual security.
The initiative was carried out on the occasion of the World AIDS Day, which takes place every December 1, and was developed together with the Boost creative agency. Under the concept “Sweet protection”both brands created a special glaze for the sweets that emulated the shape of a condom to accompany the individuals in the shape of a penis.
The glaze was created using sugar, edible dyes and aromas, with the intention of providing different flavors and textures, thereby evoking the range of leather condoms. Also, with each gofre sold a condom was delivered, and the packaging in which the product was delivered included a QR code for Expand information on sexual protection.
The objective of the action was to raise awareness of the need to use a condom to protect yourself in the face of sexually transmitted diseases, like HIV or AIDS. As shown by creativity shared by brands on social networks, during the past year Peru registered more than 3,000 HIV case. And according to data from the country’s Ministry of Health, 47% of cases were registered in Peruvians between 15 and 29 years. They also mention that only 14% of young people use a condom.
In addition, as shown in the explanatory videos of the action, the dependent on the establishment The Puntita moved the awareness message in their interaction with consumers. Through rhymes and with characteristic sales speech they highlighted the benefits of leather condom products.
“In this fun way, we managed to address a subject as serious as sexual care. Because there is nothing richer than sex and there is nothing sweeter than worrying about your partner, protecting you”, Said Juan Carlos Gallardo, creative director of Boost Brand Accelerator, through LinkedIn.
