A breaking outdoor, online and point-of-sale campaign launches Sir Richard’s Condom Co., Boulder, via reminders of the costs of childraising: diapers to college, stroller to minivan. The campaign is from Boulder advertising agency TDA Advertising & Design.
Sir Richard’s is a for-profit business with philanthropic goals. For every condom purchased in the U.S., another will be donated in a developing country, initially Haiti. The company was co-founded this year by TDA and equity partners.
“Tuitions” wildpostings in NY City show the per-year costs, up to $35K, of the area’s private high schools including Dalton, Trinity, Horace Mann and Chapin.
A “Tuitions” online banner, asks you to enter your college alma mater, then returns its projected tuition 19 years out – or $80K+ in the case of Columbia.
And P-O-P stickers on the condom packages show the savings each box represents compared to some child necessity: $1,154 less, for example, than a year of diapers.
The target audience is style-conscious women and men. U.S. retail distribution, starting in October, will be via national fashion, hotel and food chains, including, initially, Paul Smith, Fred Segal, Viceroy and Whole Foods.
TDA’s design brief for the joint venture’s packaging and website, www.sirrichards.com, was to combine “regal” and “hip,” and to avoid condom category cliché, neon and 80s colors.