New York, NY – January 10, 2011 — In a major effort to re-energize its brand, LifeStyles®, owned by Ansell Limited, has relaunched its core line of condoms and released a new, Signature Series of premium condom products.
Due to changing marketplace dynamics, the brand saw an opportunity to reconnect with their core consumers and retailers by partnering with CBX to develop a brand-centric approach while establishing a consumer-driven position that better reflects a more confident and contemporary masculine style. The new LifeStyles® position was brought to life in innovative new packaging design with a structure, substrates, textures and visual cues that telegraph key sensorial benefits with the brand’s contemporary, confident masculine energy.
Developing a stronger connection to the target consumer revealed that, while consumers need condoms for sex to be safe, what they really want is a better experience. A two-tier strategy was therefore developed to redesign the core line of products and introduce a new premium line of products.
The core line includes basic products such as Ultra-Sensitive, Ultra Lube Plus, Pleasure Shaped Pleasure Ribbed and Flavors & Colors. Black packages incorporate various textures and colors to convey specific benefits. The white LifeStyles’ logo stands out on the black background and helps to create an overarching look for the brand when merchandised together on shelf.
“We wanted to instantly communicate the quality and sensorial promise of each product, but also deliver better experience with a more contemporary masculine style to make them stand out against the competition.”
“We rethought everything, from the packaging structure and materials, to how we treated the logos and how these products would be merchandized at different retailers,” says Lipman. “Moving the brand to all vertical packaging reinforces the brand’s innovative position while also helping our retail partners maximize valuable shelf space.”
CBX even rethought the naming convention. While condoms are a product important to both partners, they are designed to fit the male anatomy. The use of the “Y” in the spelling for the products such as THYN® & KYNG® plays off the fact that it’s the “Y” chromosome that makes you a man.
The THYN condom is 21% thinner than a standard condom. To communicate this, the team at CBX used innovative, blue plastic acetate for the package. “When a consumer picks up this box, it instantly conveys the message of how thin and sensitive this product is,” notes Lipman. The streamlined silver font and tagline: “So Thyn you’ll forget you’re wearing it” reinforces the message.
For KYNG, a condom promising a larger, more comfortable fit, it is as much about premium as it is about size. CBX incorporated a thick, bold typeface using metallic substrates instead of foiling for impact and to deliver the premium message. A bold, chiseled copperplate font and cropped logo make the word ‘KYNG’ appear even bigger.”
For THRYLL, an ultra-studded condom designed for maximum stimulation, CBX used an electric color palette coupled with a studded substrate to communicate the product features and capture the intensity of the brand experience.
“We also took into consideration some retailers merchandize products by brand, so we made sure the “LifeStyles” brand name was anchored, consistently in the top left corner of each product in the core and signature lines. This maintains the brand continuity, while still allowing the core benefit of each product speak for itself,” adds Lipman.
Response from retailers has been extremely positive. “We’ve dramatically changed the perception of LifeStyles,” says Carol Carrozza at Ansell Healthcare Products, LLC. “We’re getting more shelf facings with our retailers and, importantly, back into the hearts and minds of our consumers. Retailers and consumers alike have been very receptive to these new products.”
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