THE STANDING BOY PACKAGING
Title | THE STANDING BOY PACKAGING |
Brand | BILLY BOY |
Product/Service | BILLY BOY CONDOMS |
Category |
E03. Beauty & Healthcare |
Entrant
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
Idea Creation
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
Credits
Matthias Spaetgens |
Scholz & Friends |
Chief Creative Officer |
Robert Krause |
Scholz & Friends |
Managing Creative Director |
Olivier Nowak |
Scholz & Friends |
Creative Director |
Jürgen Krugsperger |
Scholz & Friends |
Art Director |
Timo Glosemeyer |
Scholz & Friends |
Art Director |
Franziska Junker |
Scholz & Friends |
Producer |
Galina Sekera |
Scholz & Friends |
Producer |
Sebastian Wiczak |
Scholz & Friends |
Account Manager |
The Campaign
We created an innovative packaging, which bounces back through gravitational force when pushed over, much like a wobble toy. Therefore the condoms unique quality is made visible right at first glance.
Creative Execution
The packaging contains six B2 condoms and a sample of lubricant gel, which weighs it down. Thanks to its low center of gravity it keeps erect in a completely natural way. Furthermore we left out the hole that is usually used to hang condom packagings. Because with a B2 there is just no hanging around.
Indication of how successful the outcome was in the market
Thanks to the playful confrontation, the Stand-Up Packaging allowed consumers to overcome their inhibitions and develop a more relaxed approach. Sales have increased and so did the understanding of this sensitive topic.
The packaging was launched in retail and tested directly at the point of sale. By placing it on a slightly protruded display platform, we made sure our packaging shows the unique benefit of its content.