Pleasure condoms are designed to enhance women’s pleasure during sex and will hit shelves in mid-April. Mates will use a 20-minute film by two young female directors as the crux of a media relations campaign by GCI UK that kicks off this week.
The campaign will be supported by website Myultimatepleasure.com, which will feature a competition in which entrants can win ‘their ultimate pleasure’.
Mates head of marketing Stephanie Surrey said the film, Mates Pure Pleasure Principle, features interviews with more than 1,000 women from across the UK, including Scotland, Manchester, Newcastle and Reading, that reveal interesting and amusing insights into women’s views on sex.
She said differences in attitudes between the regions should create strong interest with regional TV while the campaign will also target a broad range of women’s monthly and weekly titles.
Surrey said the campaign’s core target was 25 to 35-year-old women, but will chase coverage in a broad range of titles because of the brand’s relevance to all sections of society.
Mates has not previously specifically targeted women, who Surrey said account for about one-third of condom sales. ‘Condoms are normally a grudge purchase, but if you can make it a product that enhances pleasure, then it will be what women want,’ she added.
The assault on the female media segment forms part of Mates’s attempt to become a serious competitor to Durex, which leads the £69m condom market.
Surrey said Durex had traditionally targeted its marketing at males.
Last year, Mates focused on men with a campaign based around the ishaggedhere.com website that celebrated spontaneous sex. It also lobbied to block the outlawing of sex in public.