Hefty Condoms
Known for durable household products, Hefty now brings its trademark reliability to contraception.
I led the strategy and design to seamlessly extend this trusted brand into new markets.
Brandcenter Project
Timeline: 2 Weeks
Team: Juel Downing (XD), Rhiannon Newman (AD), & Ellie Wilson (CBM)
Overview
Our ad campaign introduced Hefty Condoms as the ultimate in reliability. By capitalizing on Hefty's established reputation for durability, the campaign will broadened the brand's portfolio.
Objective
Hefty wants to expand their product line that is complementary to the existing brand.
truth
Women are having children, just later.
Leveraging advances in reproductive technology, women are increasingly delaying childbirth. This strategic decision allows them to pursue broader personal and professional goals during their earlier years.
Pew Research Center, 2018
Women are still having sex.
Don’t get us wrong,
so we created a condom for Hefty to promote sexual health and wellness.
Brand Alignment and Design
Sentinel is an innovative extension of the Hefty brand, known for its ultra-strong and durable products. This new product line leverages Hefty's established reputation, seamlessly integrating these qualities into Sentinel.
Consistent Brand Elements. The packaging uses Hefty's color palette, fonts, and design elements for instant recognition and trust among loyal Hefty users.
Iconic Black Base. The black base color echoes Hefty's heavy-duty trash bags, reinforcing the brand's identity and conveying strength and reliability.
Campaign Approach
We adopted a cheeky and engaging tone for the Sentinel Condoms campaign, aligning with Hefty's overarching goal of providing strong, reliable products at an affordable price.
Target Audience. We are targeting women in their 20s & 30s who are focused on their careers and education before deciding to have children. This strategic decision allows them to pursue broader personal and professional goals during their earlier years.
Humorous Angle. The campaign humorously highlights that Sentinel Condoms will protect women from having babies they aren't ready for yet, aligning with the lifestyle choices of our target audience.
Strength and Reliability. Hefty's goal is to provide strong, reliable products at a good price, so you don't have to worry about little household messes.
Brand Trust. By maintaining the recognizable elements of Hefty's brand, we aim to assure users of the quality and dependability of Sentinel Condoms during their most intimate moments.
CONSUMER RESEARCH
"Contraception use is highest among those under age 45, corresponding to the age range when fertility rates are highest. Use of contraception peaks among those aged 25-34, with 65% using any contraceptive product. Younger age groups emerge as primary users of condoms. The uptake in use of condoms may reflect the propensity for more partnerships at this stage of life - giving added value to condoms to prevent sexually transmitted diseases. Moreover, accessibility, price, and efficiency make condoms the most-used form of contraception among this cohort." (Mintel Report)
The global condom market is expected to grow at a compound annual growth rate of 8.57% from 2023 to 2030 to reach USD 20.6 billion by 2030. (Grand View Research)
Key factors that are driving the condom market growth include rising awareness among adolescents about Sexually Transmitted Diseases (STDs) and HIV, easy availability, and increased access to drug stores." (Grand View Research)
Reflection
This was an extremely fun project for me and one of the main projects that excited me this year. This project has been my "baby" since it was assigned in my first semester at Brandcenter. Initially, I worked with a team, keeping the original copy and research. However, I ultimately changed the strategy and design.
Over the summer between my first and second year, I decided to further develop it because I wasn't quite satisfied with the initial design outcome. The core idea of the project felt like a personification of my wit, and I believe it will resonate with many people who appreciate humor in brands.
Despite the occasional frustration, I had a vision for the project that I felt missed the mark in the limited time frame we had initially. This project was also one of the first bigger undertakings in school, providing me with invaluable experience. I now feel that I have a better understanding of strategy and product sense, which allows me to do the brand justice.
Challenges and Decisions
One of the main challenges I faced was whether to maintain the branding similar to Hefty’s well-known identity or to create a distinct identity for Sentinel. I aimed to ensure that Sentinel would be seen as an "after dark" edition of Hefty while retaining the classic elements that make Hefty recognizable. Balancing these two aspects was crucial, and I believe I achieved this in the design of the packaging.
AccomplishmentS
Through this project, I learned the importance of balancing brand consistency with new product identity. By integrating Hefty’s classic design elements into Sentinel’s packaging, I maintained brand recognition while also giving Sentinel its unique "after dark" identity. This not only leverages Hefty's established trust but also introduces a fresh, humorous approach that aligns with the target audience's preferences.