The biggest challenge when it comes to marketing a conventional condom is avoid conventionality. Our key objective then, was to stand out and innovate in the Mexican condom market by designing an unconventional package, relevant enough for our target to choose a classic condom versus texture or flavour.

Given that we had to design a package that would offer our consumer an added value, as to sacrifice other condoms' attributes, and the fact that more than 60% of Mexican teens are low income consumers and buy on budget and thus, per piece, we decided to think about something that they would encourage them to purchase more items.

Our idea was to design something that they would keep at hand, encouraging them to buy more than one condom by helping them to avoid running to a pharmacy or drugstore just before being in desperate need of one. A wallet.

The design has been highly accepted in the teen market, Big Boy condoms have rapidly grown from being an unfamiliar brand to the target, to being one of the most appreciated brands in the market.