THE STANDING BOY PACKAGING

TitleTHE STANDING BOY PACKAGING
BrandBILLY BOY
Product/ServiceBILLY BOY CONDOMS
Category E03. Beauty & Healthcare
Entrant SCHOLZ & FRIENDS Berlin, GERMANY
Idea Creation SCHOLZ & FRIENDS Berlin, GERMANY
Credits
Name Company Position
Matthias Spaetgens Scholz & Friends Chief Creative Officer
Robert Krause Scholz & Friends Managing Creative Director
Olivier Nowak Scholz & Friends Creative Director
J├╝rgen 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.