Lifestyles Condoms Launches ‘Hispanic is Bigger’.

Lifestyles Condoms is targeting the South Florida Hispanic community with a “Hispanic is Bigger” integrated marketing campaign developed and executed by CreatAbility. The three-month campaign combines several elements including guerrilla street teams, outdoor advertising, interactive, public relations and sales promotion, geared towards creating awareness and excitement about the Lifestyles brand.

The title of the Lifestyles effort, “Hispanic is Bigger”, is featured prominently on the T-shirts handed out by street teams to the target market of 20-30-year-old Hispanic men. The street teams attend key Hispanic events and locations, travelling in the “Condom Mobile”, an SUV wrapped in a Lifestyles ad, and on Malagutti scooters. They hand out samples of the product attached to postcards with perforated, detachable rulers that ask, “Are you small, medium or large? Condoms for all sizes.”

The street action is supported by indoor/outdoor advertising. Posters are placed above men’s restroom urinals in popular bars, restaurants and clubs throughout Miami-Dade County. These posters read, “Are you well equipped? No, don’t look at the person next to you.” Hispanic men are encouraged to log onto www.lifestyles.com/6pulgadas, the Spanish-language portion of the Lifestyles Web site. “Hispanic is Bigger” T-Shirts are also available through the Web site by means of redeemable Lifestyles box tops and through purchase.

“There is a strong need for one-to-one communication with Hispanics due to the rise of HIV and teen pregnancy within the segment, ” says Carol Carrozza, Vice President of Marketing, Personal Healthcare Division of Ansell, the company that manufactures Lifestyles condoms. “This is a group that is really out there having a good time, but no one in the condom industry is talking directly and specifically to them.”

Figuring out just how to talk to them was a challenge in itself for CreatAbility. Hispanic attitudes toward sex and contraception are heavily laden with moral issues that are more restrictive than those of the Anglo community. Hispanic males are generally reluctant to discuss contraceptive choices. The campaign had to be delivered in a manner that made Hispanic twenty-somethings feel comfortable in the context of a traditionally uncomfortable subject.

The original inspiration for the campaign came from Lifestyles’ own scientific Penis Size Survey performed in March, 2001. “The penis survey gave us a great opportunity to approach Hispanic males,” says Alejandro Barreras, Creative Director, CreatAbility. “Basically, we take advantage of their ‘macho’ attitudes and challenge them with humor, while bombarding them with the brand message.”