CreatAbility in Coral Gables, FL, is a mid-size PR agency. And
staffers will be the first to agree that size does matter, thanks to new
client Lifestyles Condoms.
The firm's "Hispanic is Bigger" three-month integrated campaign is
targeted at Hispanic twentysomethings. One element is
T-shirt-distributing guerrilla street teams that travel in a "Condom
Mobile" - an SUV wrapped in a Lifestyles ad - and on Malagutti scooters.
Samples of the product attached to postcards with perforated, detachable
rulers, ask, "Are you small, medium or large? Condoms for all
sizes."
The inspiration for the campaign came from Lifestyles' Penis Size Survey
performed in March 2001. Alejandro Barreras, creative director of
CreatAbility, said "Basically, we take advantage of their 'macho'
attitudes and challenge them with humor, while bombarding them with the
brand message."
And they say PR folks are just a bunch of stiffs.
