Love plus is a Romania brand of condoms and they ask our agency to come with more proposals for a packaging upgrade in line with their new positioning:Make love not just sex.
Consumer research that mentioned that the 20-30 y.o target (60% men and 40% women) are looking for more romance when asked about their sex life and condoms usage. It is about sharing pleasure and sleeping over then just a safe sex one night experience.
We proposed to use pillow as a brand symbol in order to communicate “sleeping over” and shared pleasures.
Also, the naming of the variants was change from Classic to Classic Romance, Strawberry flavour to Strawberry Kiss and from Thin to Rich Sensations in order to underline the new positioning.
Bronze in Packaging Design 2020
Viorel Rusu, Cristian Stancu