SIR RICHARD'S SUGGESTED RETAIL STICKERS by TDA_Boulder for Sir Richard's

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SIR RICHARD'S SUGGESTED RETAIL STICKERS

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Industry Contraceptives & Pregnancy Tests
Media Promo & PR
Market United States
Agency TDA_Boulder
Creative Director Thomas Dooley
Released December 2010

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: SIR RICHARD'S CONDOM COMPANY
Product/Service: CONDOMS
Agency: TDA_BOULDER
Date of First Appearance: Dec 1 2010
Entrant Company: TDA_BOULDER, Boulder, USA
Creative Director/Copywriter: Jonathan Schoenberg (TDA_Boulder)
Creative Director: Thomas Dooley (TDA_Boulder)
Art Director/Designer: Austin O'Connor (TDA_Boulder)
Media placement: Sticker Campaign - 3 Stickers - In-Store, POP - 1/1/2011

Describe the objective of the promotion.
For the launch of Sir Richard’s Condom Company, we wanted to make an impact at the point of purchase. Armed with a simple message (raising kids costs a lot of money), we created conversation and publicity by placing stickers on the product comparing the difference in cost between Sir Richard’s Condoms to that of minivans, strollers and a year of diapers.

Describe how the promotion developed from concept to implementation.
From concept to implementation, we recognised that our simple concept would need an equally simple execution. Rather than crowd our box with superfluous messaging, the suggested retail sticker can be seen as an exercise in restraint with its rudimentary language and design.

Explain why the method of promotion was most relevant to the product or service.
Since the condom aisle is dominated by big brands, appealing to consumers at point of purchase was vital to our campaign. With a small budget, it seemed logical to use the packaging to showcase our message. Using humour and economics, these suggested retail stickers differentiated Sir Richard’s on-shelf in a relevant way.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With no media spend, the POP campaign managed to garner international attention and a great deal of press, appearing on countless websites as well as the New York Times Business blog. Since the launch of the campaign, Sir Richard’s has had remarkable retail results outselling our key competitor, Trojan, 10-to-1 in some retail locations.