There is a common misconception comparing having sex with preservative to eating a piece of candy with the wrapper still on, as in both experiences are not as enjoyable as the real thing. This became a derogative common saying, feeding off this myth and minimizing the risk of protection-less sex. Therefore, to fight this misconception, we've decide to embrace it and give a spin on it: we promoted the new condom by launching a hard candy that can be eat with its wrapper.

We've developed a new form of wrapper, made of a special resistance gelatin type of material, similar to plastic, but it's soluble, flavored and it can be safely consumed by human beings. This wrapper enfolds a mint flavored hard candy, in a costume made shape similar to the new Jontex product.

For launch this new product, we produced 5.000 units of this new edible candy, which were distributed in bars were our target uses to be. All the information to communicate the launch of new condom from Jontex was edible: the candy, which looks like a condom; the paper, that explained about misconceptiod; and another one who communicated about the new Jontex launch.

To amplify the ideia, we filmed people reaction while eating a candy with wrapper and their opinion about changing de meaning of a popular misconception. After this, we spread this video in social media.

Much better to getting like or shares, the main result is to positively change the common misconception that having sex with preservative is just like eating a piece of candy with the wrapper. In a country where each day young adults are using less condoms, raising awareness against common misconceptions about prevention is key - and the main result expected with this activation.