LifeStyles taps 5W

NEW YORK: In a move intended to elevate brand awareness and enthusiasm, LifeStyles Condoms has selected 5W Public Relations as AOR.

NEW YORK: In a move intended to elevate brand awareness and enthusiasm, LifeStyles Condoms has selected 5W Public Relations as AOR.

According to 5W president and CEO Ronn Torossian, the firm will develop a "variety of brand-building activities, events, and media-relations endeavors [designed] to raise the brand's profile" among target consumers, which range from college students to urban-market adults.

Owned and distributed by Ansell Healthcare Products, the LifeStyles product line includes sexual-health and enhancement products such as latex condoms and personal lubricants.

The LifeStyles brand comprises 9% of the $416 million US condom market, per AC Nielsen Research; Trojans top the pack with 75%. But Torossian said he intends to shake up those numbers, and is already at work on efforts.

"You'll see results fairly immediately," Torossian said. "In weeks, not months."

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