How do you seduce an entire generation into switching up their game and trying out new styles? That was the big challenge we were faced with when we had to introduce Fiesta’s 6 new variants into the Ghanaian market. Fiesta, one of Ghana’s most loved brands had a bevy of new variants; each distinctive, exciting and sweet. In the pack were flavoured condoms, dotted condoms, condoms with vibrators and more that would change the bedroom noise from just moans to outbursts of climax in different tones. But for a generation constantly bombarded with tweets, like, memes, snaps and social activities every day, our goal was to make our brand a consistent ‘rubber sox’ anytime millennials were looking for fun with a funk.

Getting a constantly distracted generation to pay attention demanded a lot of disruptive thinking. The foreplay was the best part of the whole process for us. Figuring out what would turn young people on and keep them coming back for more. But getting them to say “ooooh” and “aaaaah” wasn’t all we had to figure out. The tone of our ideas mattered in an industry where there is strict legislation on the product category. Eventually, we climaxed on a solid unifying big idea. “Change your style” and identified dance as a route to get young people grooving to the tune of our message. In the end, our campaign, covering extensively both traditional and digital channels improved our brand score on social media and offline. The brand received new life. One that’s keeping our target coming…

DESIGN | ADVERTISING | STRATEGY | RESEARCH | DIGITAL | BTL