To talk about this issue in a humorous and casual way, we created the Premature Erotic Tales, a collection of 5 books with very short stories and very disappointing endings, just like PE experiences are used to be. The books were exposed on Santana's Drugstores near the cashiers, and people could read them and take them home for free.

During the action, we could realize how the target enjoyed the idea and created a new empathy with the product. Always smiling and showing the books to their friends, they were clearly comfortable to talk about the subject in that moment and even assume they needed to take some of those condoms with them. As this type of condom is not exactly a “bestseller”, we just raised the sales by 43% at Santana’s Drug Stores.