Mates promotes new ’safe, but fun’ image

Mates Healthcare, the condom manufacturer, is investing pounds 150,000 in a public relations programme to promote a ’safe, but fun’ image for its condom brands.

Mates Healthcare, the condom manufacturer, is investing pounds

150,000 in a public relations programme to promote a ’safe, but fun’

image for its condom brands.



The company has hired Fulcrum public relations on a retained basis to

manage a consumer and trade campaign in the UK, emphasising the

reliability and diversity of its condom range.



Agency director Roger Dyer explained that Mates Healthcare was

particularly keen to target the 18-25-year-old youth market through the

press and broadcast media. Fulcrum - which merged with corporate and

hi-tech firm EMC Euro PR and Marketing last year - will also work with

distributors such as pharmacies and vending machine operators.



The account was awarded to Fulcrum without a competitive pitch based on

recommendations following earlier work for sales company Sutherland

Healthcare. Mates Healthcare previously used MC2 for public relations

until the agency was declared insolvent in 1995 and was acquired by Lowe

Bell Communications. The account then switched to Lowe Bell subsidiary

Green Moon.



Chris Bell, director of Mates Healthcare, said the company was keen to

promote its range of condom shapes and sizes and combine that with the

safer sex message. ’We want to emphasise the fun and practical worth of

our condoms,’ he said. ’We have a serious product but you can promote

that in a fun way. It will be fun rather than frivolity.’



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