Skore condom under the house of TTK PDL recently released its new campaign ‘Bolder, Better, Naughtier’ which has been conceptualised by McCann Worldwide group. The four week long campaign has a budget of Rs 5 crore allocated for its marketing promotion.
According to a data provided by Skore for 2015, within three years of its launch, the brand commands a market share of 10.3%and is valued at Rs 74.9 crore. They are currently third in the commercial condom market, which is led by Manforce (32.4%) and Moods (12.7%).
The commercial opens with a woman being frisked at the airport. On being checked, the security person on job, who is also a woman, finds the packet of Skore New condoms. The tonality of the commercial is bold and it taps into the insight that condom is not only a male product, but women equally enjoy it.
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Speaking about the campaign, Sunil Thoppil, Vice President, McCann said, “New Skore overturns the conventional notion of ‘bad.’ It disrupts its own conventional, buttoned-down meaning, when looked through the eyes of the consuming youth.”
During its launch, the company realised that in the cluttered condom category, there was a gap, which could only be filled by a brand which can talk to the youth. Working on this, the company positioned itself as a youth brand which caters to audience in the age bracket of 18-25 years. Over the years, the company has attempted to create ads that question the age old tradition and taboos.
Vishal Vyas, General Manager, (Marketing), TTK-PDL said, “Over the years, through our advertising, we have always tried to be different and stand out from the clutter. We are trying to disrupt the notion that condom is only a man’s product and establish the fact that it is as much a woman’s product. There is a lot of taboo attached to sex in our society and most of them are self-imposed. But things are gradually changing today, to cite a retail example would be, earlier condoms were hidden in drawers, but today they are displayed at prominent places inside the shop.”
Speaking about the marketing strategy followed by Skore, he highlighted, “Since we are a comparatively new brand, our aim is to get the mind space as well as create brand awareness. So our marketing strategy is mainly led by TV, digital and a lot of activation plans as well. In January 2015, India’s first ever ‘Condom fashion show’ was organised by Skore in Mumbai to break the taboo towards condoms and promote safe sex. Initially there were inhibition with the college students who participated in the contest, but later they even eased up.”
Sharing the company’s future plans, Vyas cited, “We aim to increase our market share from 10% to 15% in the next three years and are working towards introducing more innovative products in this category, like we had done for ‘Skore Cool Condoms’ which was launched during summer and ‘Skore Warm Condoms’ during winters.”