From taboo to trendy, condoms are becoming a medium for awareness
Implications - HIV and STD awareness has increased partially due to amicable presentation. Condoms are considered common-place, even becoming symbols of hope, affirmation and often humor, and products having sexual connotation are highly popular with younger consumers. Thus, condoms are now being stretched beyond their intended use (pun intended). These products, which include handbags made of condom wrappers and phallic-shaped blimps, are intended to shock, amuse or make a statement.
Trend Themes
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Shock Advertising — Designs that use shock advertising are particularly effective in grabbing an audience by using certain images to illicit strong reactions.
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DIY Projects — Companies can look for ways to market their products as DIY projects so that they simplify things for busy individuals.
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Designer Condoms — As the world goes on a craze for ‘designer’ items, companies can explore innovative ways to personalize and brand their condom products.
Industry Implications
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Healthcare — With increasing global awareness for AIDS and other sexually transmitted diseases, companies operating in the healthcare industry can promote their products better with innovative and creative campaigns.
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Fashion — Fashion designers can collaborate with condom manufacturers to introduce their own branded condoms, blurring the lines between fashion and health industries.
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Food and Beverages — Food and beverage companies can leverage the increasing popularity of sport energy drinks and late-night eateries to create marketing campaigns and offers catering to the youth market.
