According to the American College of Physicians, more than 1/3 men will suffer from erectile dysfunction by 2020.

Yet, today erectile drugs are still seen as embarrassing products.

And quite honestly, their packaging (classic and sad pillbox) and the path to getting them (appointment with your doctor followed by a trip to the pharmacy) don’t help.

That’s why premium condom and lubricant brand SKYN decided to take advantage of the expiration of the Sildenafil patent (active ingredient in Viagra molecule) to launch its own erectile pill. Also taking advantage of its “newcomer” status on the market to break the codes. With one main objective : dispel stigmas around an (unfortunately still) taboo product.

With a low media budget, we decided that our packaging would become our main communication asset.

So we created a disruptive and aesthetic packaging that could stand up on it’s own - one that symbolises the benefit of the product within in a totally amusing way. A far cry from the serious and sad classical pillboxes, SKYN arise was been designed to be aesthetic, desirable, and playful. To stir curiosity and start a conversation around this taboo topic.

SKYN launches Arise – erectile disfunction pills. Arise aims to simplify the life of men who are increasingly affected by ED.

Studies indicate by 2025, 322 million men will experience erectile issues. Even as it becomes more wide-spread, there’s still stigma attached to ED. SKYN takes it away by making the experience for erectile pills more user-friendly and making the product itself more available to those that need it.

To promote the approach, we created new packaging aimed at changing the perception of the pill itself, turning it into something we’re no longer ashamed of, but rather something to talk about: an always-standing-up container. It replaces the standard unsexy pharmacy bottle for a design that’s functional, elegant, and, above all, dispels any complex.

We also created a short video plus 3 visuals unveiling the Arise pill case to promote it on the web and for the press kit.

We imagined the SKYN arise pill packaging as a playful object symbolising the product benefit - a pillbox that always stays up. A far cry from classical pharmaceutical packaging. Months of work were necessary for French designer Jean-Baptiste Fastrez to find the right balance between lightness (to stay up on its own) and durability (to be shipped all over the world). Produced on a large scale, a complementary pillbox was included in every first purchase box of SKYN arise.

It should be noted that the prescription and purchase process behind the pills are also reimagined: eliminating the need to ever show up at a doctor’s office or a pharmacy, with online ordering & delivery.

The campaign has been picked up by various media, influencers and podcasts, achieving 78,6 Millions impressions in 2 weeks.

In its first week following launch, skyn.com/arise received more than 300,000 visits.

Thanks to this campaign, SKYN saw a 40% increase in purchase intentions (in comparison to the first studies conducted before the launch).

Within first month of launch:

14,721,178 impressions

172,268 clicks

140,166 attributed visits to skyn.com/arise

On Facebook: we have reached 2,032,414 individuals across our Fitness Enthusiast, New Retail Shopper, High-Stress Lifestyle, Fashion & Lifestyle, and Dating In-Market segments (Facebook launched on March 10th).

85.6MM+ PR Impressions