Sir Richard's wanted to drive potential customers to the two stores that carry its product, Whole Foods and Walgreens. To establish this goal, we decided to leave fanny packs on bikes parked within easy riding distance of those retail locations.In the end, we ended up distributing over five-thousand fanny packs will be distributed on bikes in New York, Los Angeles, San Francisco, Boulder, Austin and San Diego. Attached to each is a 2-inch square hangtag branded with Sir Richard's name and an accompanying message:"This is a complimentary fanny pack. When worn as a fashion accessory by a man, it makes for excellent birth control. No man has ever been seduced while wearing a fanny pack in the history of the fanny pack. In the event you prefer your birth control to involve actual intercourse, may we suggest Sir Richard’s Condoms."

With no media spend and a production cost of only $360, the Suggested Retail campaign managed to garner international attention and a great deal of press, appearing on countless websites as well as the New York Times Business blog. Since the launch of the campaign, Sir Richard’s has had remarkable retail results, outselling our key competitor, Trojan, 10-to-1 in a number of retail locations.