The document discusses strategies for marketing condoms to the gay market in Brazil. It begins by providing background on the size and spending power of the gay market in Brazil. It then introduces the Maslow pyramid model applied to branding and outlines communication challenges at each level from knowing to loving a brand. The remainder of the document proposes specific tactics targeted at each level of the pyramid, including the use of websites, blogs, magazines, podcasts, apps, sampling and parties to move consumers from knowing to accepting to liking to loving the Unique Condoms brand.

2. DNA
Researches:
Strategic positioning
Knowledge
Researches:
Market / Consumer
Efffective
Communication

3.  Where are we?
 Global Market Vision
PROBLEMS
• Most expensive
GAY MARKET product on the market;
BRAZIL • Website that looks like
cheap sex ad, and
doesn´t look like a
• 20 million people
premium product.
according to CENSO*
• Responsible for 20% of
country´s growth*
• R$ 200 billion/year are
injected by this target
into the economy*.
* Source: IBGE

4.  Maslow Pyramid – applied to brands
estágio
LEVEL comportamento do consumidor
CONSUMER´S BEHAVIOR
amar
To love Have you ever tried this product/service? It´s amazing!
gostar
To like Wow, I like it!
aceitar
To accept That´s interesting. I think I´m gonna try it.
saber
To know I´ve heard about this product / service / brand.

5.  Maslow Pyramid – applied to brands
estágio
LEVEL comportamento do consumidor
COMMUNICATION´S CHALLENGE
People have connection with Unique Condoms. It´s essencial to keep this
amar
To love high image inside the consumer´s mind. That´s what makes people buy
Unique instead of its competitor´s brand, no matter the price.
People know and accept the brand, but the great challenge is to break
gostar
To like down the barriers, so they can consider Unique as their favorite brand.
People know the brand and now the focus is to estimulate the acceptance,
aceitar
To accept to make them try the product/brand.
People don´t know the brand so it´s needed to promote knowledge and
saber
To know acquaitance inside the target (Gay).

6.  Maslow Pyramid - applied to brands
Toamar
love BUZZ
To like
gostar INVOLVEMENT
Toaceitar
accept INVOLVEMENT / GOALS
To saber
know VISITATION

7.  Strategy for the buying decision process
INDICATE
COME BY TO
INDICATION FRIENDS
ONLINE
CLUSTER SAMPLING PURCHASE
STRATEGY
REASON
FLYERS WHY RECOMMENDATION
POSTS
ADS
BLOGS
Indicates and defends
WEBSITES - PRACTICE PACKAGE PURCHASE the brand
AND BLOGS
- MORE SENSIBILITY
The act of buying
- MORE RESISTANCE TEST
GRINDR
USERS
APP OPINIONS
To obtain ON BLOGS
CHOICE informations before
the purchase
Identify
DECISION Choose between the
SAMPLING
options
PARTIES AÇÃO SITE DE USERS OPINIONS
Disinterested to ON SOCIAL
RELACIONA
Interested SOCIAL NETWORKS
MENTO
WEBSITE NETWORKS WEBISTES
VIRAL WEBSITES
VIRAL IRAL
MAGAZINE PODCAST
PODCAST PODCAST
ADS
TO KNOW TO ACCEPT TO LIKE TO LOVE

8. TO KNOW
DECISION
Grindr App
• Over1 million users in 180 countries.
• 14,000 users in Brazil.
• Released in March 25, 2010 is a free app that
connects gay , bisexual and “curious” men using
iPhone, iPod Touch and iPad Wi-fi

9. TO KNOW
DECISION
Websites and Blogs
Dolado
http://www.dolado.com.br
• Website with news about subjects and issues
relevant to gay people, envolving programs,
celebrities and homosexual artists.

10. TO KNOW
DECISION
Websites and Blogs
Pheeno
http://www.pheeno.com.br
• Gay gateway with news, lifestyle and
behavior subjects in Rio de Janeiro.
• Present in all social networks.

11. TO KNOW
DECISION
Websites and Blogs
Pheeno
http://www.pheeno.com.br
• Daily update.
• Monthly average of 110,000 visitors.
• Facebook page with 1,000 members.
•Twitter with 2.500 followers.
• Circulation of video reports on YouTube, Vimeo, Videolog, Livestream e Facebook, with more than 50,000
visualizations.

12. TO KNOW
DECISION
Websites and Blogs
Katylene
http://katylene.mtv.uol.com.br
• MTV Blog at UOL gateway.
• Program on MTV – Katylene TV
• Videos and news about celebrities, using
humor as prerrogative.
•Twitter with 110,809 followers.

13. TO KNOW
DECISION
Websites and Blogs
Mundo Mais
http://www.mundomais.com.br
• One of the greatest Gay websites in
Brazil.
• Monthly average of 2 million visitors.

14. TO KNOW
DECISION
Magazine
G Magazine
• Gay-themed magazine.
• Impression:
SP = 8,000
Great SP = 6,000
RJ = 4,000
Other states = 12,000

15. TO KNOW
DECISION
Viral Podcast
Las Bibas From Vizcaya
• The only brazilian Podcast to be nominated to the
Podcasts´ Oscars 3 years in a role.
• Already set at the Top 50 Podcasts in the world.
• Djs and singers that use humor and gay slangs.
LISTEN THE JINGLE

16. TO LIKE
TEST
Websites and Blogs
PapelPop
http://papelpop.com
• Posts related to international celebrities
and cinema, with news and gossip.
•Twitter with 37,112 followers.

17. TO LIKE
TEST
Websites and Blogs
Cleycianne
http://www.cleycianne.com
• Casual and humorous website where the author
comments photos and events envolving celebrities,
and post funny videos and news.

18. TO LIKE
TEST
Websites and Blogs
Cleycianne
http://www.cleycianne.com

19. TO LIKE
TEST
Websites and Blogs
Cleycianne
http://www.cleycianne.com
Data about website:
• Monthly average of 2 million access
• Traffic source: Twitter

20. TO LIKE
TEST
Websites and Blogs
Cleycianne
http://www.cleycianne.com
Cleycianne´s Twitter
@Cleycianne
• 87,564 followers

21. TO LIKE TO LOVE
TEST / RECOMMENDATION
Websites and Blogs
Disponível
http://www.disponivel.com
• Gay social nerwork.
• Ads on webiste.
• Promotional actions:
- To send some condoms to the user that has more favorites and get their and their partners´opinion about the
product (possibility of creating loyalty).
- The website can give an “ENJOY IT - KIT” with condoms to the first 10 users to volunteered using the product
and giving their opinion.

22. TO LIKE TO LOVE
TEST / RECOMMENDATION
Websites and Blogs
Disponível
http://www.disponivel.com
• Site data:

23. TO LIKE TO LOVE
TEST / RECOMMENDATION
Websites and Blogs
Disponível
http://www.disponivel.com
• Site data:

24. TO LIKE TO LOVE
TEST / RECOMMENDATION
Websites and Blogs
Disponível
http://www.disponivel.com
• Site data:

25. TO LIKE TO LOVE
TEST / RECOMMENDATION
Websites and Blogs
Disponível
http://www.disponivel.com

26. TO LIKE
TEST
Sampling
Product distribution / male models wearing speedos
• 1 male model, wearing speedo, circulating through the party,
distributing the product
• Schedule of work: 12 a.m. to 2 a.m.

27. TO LIKE
TEST
Party
Gambiarra
• Places :
São Paulo - The Week
São Paulo – Open Bar
Rio de Janeiro
Brasília
• Public : 4,000 people in SP
• Schedule: 11 p.m. to 7 a.m.

28. TO LIKE
TEST
Party
Gambiarra
• Elected by "Quem Acontece" (the most preffered by celebrities) and "Época
São Paulo" (the best of the year) magazines.
• Great weekly party for those who want to dance and have fun, organized by
people related to artistic scenario, including actors.
• Party that reunites artists and has as its great attractive the brazilian music,
in a sound fusion of many styles and rythms.
• The party has become na icon in gay events, but also has a lot of
heterosexual people as goers.
• Gambiarra has many opinion formers as goers.

29. TO LIKE
TEST
Party
Gambiarra
• Atctivities offered by the party:
- Distribution of condoms inside the house (5 people for 5 hours)
- Logo on the screens
- Logo on the website (on the week of the action – partners section)
- 2 options of package

30. TO LIKE
TEST
Party
The Week
• Place with 2 dancefloors, yard, pool, cabin and bars.
• Line-up with he greatest national and international Djs.
• Mostly Gay people.
Package:
- Rotative Banner for 1 month
-Samplings with free distribution of giveaways/folders twice in a month
-2 E-mail Mkt in 1 month, for The Week clients, with product information

31. TO LIKE
TEST
Party
The Week
• Exclusive Actions:
- Products Panel
- Pocket Party Gay Parade2011

32. TO LIKE
TEST
Party
The Week – only the Go Go Boys
• Dancers wearing the promotional shorts

33. TO LIKE
TEST
Party
Red Party
• Monthly party focused on first class mix-gay public of SP
• Performed by Las Bibas From Vizcaya
• Place: Sonique Bar
• Average attendance: 1,000 people
• Opportunity to be the sole sponsor

34. TO LIKE
TEST
Party
Red Party
Media (repercussion):
TimeOut Magazine

35. TO LIKE
TEST
Party
Red Party
Possible actions:
• Sampling with male models on the froont door of the party
• Screen projections during the party
• Logo on promotional flyers
• Banner

36. TO LIKE
TEST
Party
Gay Parade
• 15th edition in 2011
• Themes: “Enough of Homophobia” and “Environmental
Compensation”
• The greatest gay parade in the world since 2007*
• R$ 260 million into the economy of SP**
• R$ 20 million of advertising revenue***
• 12% of tourists (Europe, South America and North Amercia, mostly)***
*Source: Guiness Book / ** São Paulo Turismo S/A / ***APOLGBT Press

37. TO LIKE
TEST
Party
Gay Parade
Possible Actions:
• 100 inflatable balls with the logo during the parade
• Product in the 300 press kits
• Product in the kits for travel agencies and hotels
• Logo on the banner on the stage of Feira Cultural (Cultural Fair)
• Back Drop at the Feira Cultural (Cultural Fair)
• Back Drop at the Feira da Diversidade (Diversity Fair)

38. TO LIKE
TEST
Party
Gay Parade
Possible actions:
• Rainbow Troupe
- 07 transvestitesperformer, wearing clothes made of reusable materials, leading a
message of environmental education.
- Activities using the product.
- Places: Avenida Paulista e Consolação
- Period:5 days, during the week of the Gay Parade
-

39. TO LIKE
TEST
Cluster Strategy
Casarão Brasil Association
Possible actions:
• Logo on the website
• Participation at 4 events
• Distribuition on the Gay Parade Kit

40. TO LIKE
PURCHASE
Online sale
Unique website
• New website
• New look
• Purchase online

41. TO LOVE
RECOMMENDATION
Social Network
Facebook
• Greatest social network nowadays
• Possibility of create a community to the brand
• Community where users can tell their experiences with
the brand and the product, to generate spontaneous
media.

42.  Developed advertisement
Flyer
With Unique this night will be
WOW!
Unique is the condom with the
package shaped as a credit
card that beyond being
discrete preserves the product
in a better form. Because it is
the thinnest condom in the
world, it ensures greater
pleasure at the intercourse,
allowing greater sensibility.
With no contraindications,
Unique is anti-allergic and can
be used with any lub. The
applicators that makes it easy
to put on are another brand´s
exclusive innovation.
Experience the pleasure of
being Unique.

43.  Developed advertisement
Promotional bag

44.  Developed advertisement
Shorts