2. SIR RICHARD’S CONDOM COMPANY
In 2009 a group of entrepreneurs and designers came together to create a different kind of company.
THE PROBLEM THE CHALLENGE THE SOLUTION
A huge condom shortage is leaving From the ground up, build a For every Sir Richard’s condom
millions of people susceptible to company with the power to help purchased, we contribute one to a
some of the world’s most address this pressing global health developing country.
preventable diseases. crisis.
3. THE IMPACT
The focal point of Sir Richard’s mission is to make a contribution that ensures cultural relevance to their target
audience. They accomplish this task by seeking guidance from local artists, healthcare providers, and more.
“We’ve started something truly special in Haiti, we brought a
needed product. But we also brought a great brand, KORE, that
the Haitian people will love.That could mean so much more.”
-Marc Baptiste, Sir Richard’s Creative Director to Haiti
4. THE PRODUCT
Not all condoms are created equally. Sir Richard’s condoms are made from 100% latex,
uses chemical-free lubricant, with no spermicide, parabens or glycerin. Sir Richard’s
condoms are vegan (contain no casein) and EXCEED FDA standards.
5. TARGET AUDIENCE
“Everyone! At Sir Richard’s, we take a no judgment perspective on our buyers. Unlike other condom
brands, we’re not trying to say that because you use our condoms you’re going to have a more
amazing sexual experience. We’re of the mindset that the person who is going to pick Sir Richard’s is
more discerning in taste, more aware of the world, more design-focused, and that the
combination of those characteristics will naturally make that person better in bed!
The Sir Richard’s brand is gender agnostic, and we’ve seen great resonance from it with women.
Our average female customer is 18-34, and is generally a woman looking for products and brands
that share her values, who is optimistic in that there are ways through her everyday choices that
she can give back to the larger community, and who is conscious about the things she puts in
her body. What you put inside your vagina arguably deserves the same, if not more, care and attention
as something you put in your mouth, and our customers are more discerning in that regard.”
-Mia Herron, Director of Marketing
6. Sir Richard’s Condom Company asks women what they DON’T want...
THE CAMPAIGN: Vagina Rules
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Slogan: “Vagina Rules”
Tagline: “We just hope you keep all chemicals out of your vagina”
http://vimeo.com/42297190
7. E
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Sir Richard’s calls upon women to share ‘rules about what they won’t put in their vagina’
to raise awareness for the lesser-known chemicals that are often found in condoms and
lubricant, including spermicide, parabens, and glycerin.
Campaign introduced as a finale to National Women’s Health Week (May 12-18th, 2012)
Street teams posted posters all over downtown New York urging women to share their answers:
investment bankers brad
pastry chefs
street performers
bowlers
roadies “all men” mixologists
10. M
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A
“And women have been sharing in droves. Turns out there are a whole lot of things
that women just don’t want near their vaginas.”
C
O
V
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R “Women have been overwhelmingly responding to the interesting campaigns and
A are more than happy to be filmed stating their ‘Vagina Rules’.”
G
E
“Good list, we say. This was Sir Richard's wink-wink way to remind customers of
their promise never to put chemicals in their condoms.”
“But this — this works. They just show lady after lady talking about what kind of
man they won’t fuck: investment bankers, for example, and bowlers. One even says,
‘There’s so many!!’ I think I identify with her the most.”
11.
12. VIRGIN ATLANTIC
OUR EXPERIENCE: “Why shouldn’t the journey be as dazzling as the destination? In our world it is.”
OUR PEOPLE: “our most important asset”
OUR STYLE: “from design innovation to industry firsts”
OUR FUTURE
worldwide “short-haul” connections and sustainability
“What really matters is what you
create. Does it work or not? Does it
make you proud?” -Richard Branson
