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
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.’