The world's thinnest condom ever. But it's not a record that going to last. Technology will see to that. So how do we convey the idea of the thinnest that can be built on year-after-year?

 

Merely highlighting the microns is a zero sum game. It will lead to a battle where the every other manufacturer will counter claim with something marginally thinner. It's an issue familiar to every Android smartphone maker or any tech marketer.

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So we came up with the idea of positioning it as the condom for condom haters. It's so thin that it's like it is not even there. The idea sits perfectly as a category growing growing idea - the universe of people who don't like the feeling of condoms is significantly larger than those who do. 

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With the launch of the campaign, online stocks sold out in three days. Ever since, it has been a bestseller growing the category at a consistent pace.