By employing a simple staggered media buy, the message was further strengthened by leveraging on the radio segment (music + other ads), to cut through the clutter. Premiere Condoms witnessed a 35% sales lift in the Cruise Control range over the 3-month launch period, and a 69% awareness amongst Filipino men aged 18 to 35. The spots even garnered the attention of amused DJs who were left ‘hanging!’

The radio spots were written in the style of ‘cliffhangers’. These ‘cliffhangers’ took on familiar scenarios from sports, TV dramas and news trailers that always tease with partial information – but never really revealing the full story.

Then, to really make the ‘Delay the Climax’ campaign more relevant to its main message, we implemented a creative media placement: We cut up each spot into 3 separate spots and ran them within a radio program - complete with music and other advertisers’ ads in-between.

And because each separate spot was written in the style of a cliffhanger – they literally left the listeners ‘hanging’. It was only at the third spot that the message was revealed: ‘Delay the climax.’

In the recent Asia-Pacific Premature Ejaculation Prevalence and Attitudes Study, more than half (57%) of Filipino men aged 18 to 35 suffer from premature ejaculation – over a 10% increase in sufferers in the past year. Premiere Condoms wanted to increase awareness of their special ‘Cruise Control’ range which specifically targets premature ejaculation. The timely release of this study was the perfect opportunity for them to strengthen their presence in the climax control category.

Premiere Condoms has always been associated with the young, hot-blooded Filipino male, with a fun (and sometimes cheeky) attitude in their communications.