Skore, the sexual pleasure and wellness brand from TTK Healthcare, has launched a new thin, flavoured condom ‘Nothing’. As per the brand’s claims, it is the thinnest condom in the market.
Through this product, the brand aims to encourage the usage of condoms by addressing the number one reason people avoid using them: that it hinders intimacy between couples.
With its launch, Skore has introduced the #WearAnUncondom campaign, which is conceptualised by McCann.
The campaign consists of ad films as the primary medium of spreading the message and is supported by digital activities, engagement building influencer activity, and branded content to drive the message over a period of six-weeks.
The ad film showcases the new product by adding it into a conversation where a woman talking to her friends about her experience is conveying the unique viewpoint which she has gained after using the product. It closes with the message that ‘Nothing’ doesn’t come between you and your partner as it’s so thin.
Vishal Vyas, Head of Marketing, TTK Healthcare, said, “We are really thrilled to announce the release of Nothing. Our goal with this product is to promote condom use by addressing the most common reason for not using them: that it interferes with couples' intimacy. Not only will Nothing enhance sexual well-being among our customers, but it will also encourage the pleasure of Nothingness. Apart from our films, we have also conceptualised a teaser campaign which build excitement about #Uncondom, which culminated in a reveal – which showcased our new product. We have generated digital content with puns, using “Nothing”, which are humorous in nature, making it fun for the audience to engage with. With the “WearAnUncondom” campaign, we want our consumers to feel everything with Nothing.”
Sunil Thoppil, Vice-President, McCann Worldgroup India, said, “Our partnership with Skore is cemented on some shared beliefs. Chief among them is that women are equal stakeholders in all things mutual among genders. And our communication has regularly reflected this conviction. A condom is as much a woman’s product as a man’s. This is also why women are the spokespersons of the latest product innovation from Skore. By urging their audiences to #WearAnUncondom, Skore’s latest campaign aims to revolutionize the space, shatter usage-barriers, and bring down hesitancy. By appealing to people to wear ‘Nothing’, they have taken a route that is bold, daring and eyebrow-raising. It is admirable that the purpose of the brand addresses a need of the world.”
Client: Skore, TTK Healthcare
Creative Agency and Production: McCann Chennai and Nimax Films
Ad Director: Shivendra Singh Dungarpur
Creative Director: Sunil Thoppil
Account Management: Anand Pankajakshan
Media Agency: Mindshare, Isobar