For the launch of Sir Richard’s Condom Company, we wanted to make an impact at the point of purchase. Armed with a simple message (raising kids costs a lot of money), we created conversation and publicity by placing stickers on the product comparing the difference in cost between Sir Richard’s Condoms to that of minivans, strollers and a year of diapers.

With no media spend, the POP 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 some retail locations.

From concept to implementation, we recognised that our simple concept would need an equally simple execution. Rather than crowd our box with superfluous messaging, the suggested retail sticker can be seen as an exercise in restraint with its rudimentary language and design.

Since the condom aisle is dominated by big brands, appealing to consumers at point of purchase was vital to our campaign. With a small budget, it seemed logical to use the packaging to showcase our message. Using humour and economics, these suggested retail stickers differentiated Sir Richard’s on-shelf in a relevant way.