Recognising how difficult it is to get people’s attention in a saturated market, we realised our concept would need to be easy to understand. With a simple, economic approach, we hoped to surprise shoppers with a message they aren’t accustomed to seeing in the condom aisle and ultimately compel them to purchase our product. Since Sir Richard’s is a young brand going up against more seasoned brands like Trojan and Durex, any increase in sales would be perceived as a positive reaction to our campaign.

With no media spend and little-to-no production cost, 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.