TitleThe World's Best New Condom
Campaign The World’s First Re-Engineered Condom
Advertiser LELO

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About Alpha Century

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New campaign to launch the first re-engineered condom since the 1950s

Tuesday 14th June 2016, London: LELO, the world’s leading designer brand for intimate lifestyle products, today announces the launch of its revolutionary new condom, LELO HEX™.

Marking the first time the condom has been re-engineered since the 1950s, LELO wanted to go big with its launch, bringing in Charlie Sheen to help get people to rethink the use of condoms, which are in decline despite the continued rise of STIs and HIV globally.

LELO has appointed leading agencies to bring LELO HEX™ to market. A Little Bird has led brand development and activations, Alpha Century has been LELO’s creative agency for all filmed content and Lisa Ventham, Marco Richards and Highwire will be handling PR.

For the launch, Alpha Century – the creative agency for entrepreneurs – has produced a series of films to promote the new product, including an interview with Charlie Sheen. The launch campaign features four films, the first of which featuring Charlie Sheen goes live on LELO.com today (Tuesday 14th June).

Produced in LA (Los Angeles) and London with directors Jason Lehel and Oscar Hudson, the films will form the basis of a wider campaign to support LELO’s campaign to offer 10,000 early adopters the chance to try the structurally different condoms before they go on sale.

Following the launch of the campaign today, LELO HEX™ will celebrate its arrival via two high profile celebrity events – named Hex Appeal – in New York and London with Charlie Sheen in attendance at both. A Little Bird has owned every aspect of the stylish, seductive, cutting edge experience in line with the brand’s premium positioning in New York last night (Monday 13th June) and in London on Thursday 16th June. The events are showcasing the innovative qualities of the LELO HEX™ through interactive experiences in high end settings.

Steve Thomson, CMO at LELO says: “HEX Appeal is about getting people excited to try the next generation condom, one that’s structurally different from any that have come before. Our goal is to get a minimum of 10,000 backers to pledge to experience LELO HEX™ condoms in advance and start spreading the word about the game-changing benefits it has to offer, so our partners were key.”

HEX is described as the world’s first re-engineered condom because it’s structurally different. Research by LELO identified that it wasn't the material, latex, that needed to change, but the structure of the condom itself. HEX is comprised of 350 hexagonal ‘plates’, each of which has six flex points. This structure allows HEX to combine a thicker structure for strength and thinner plates for sensation.

Steve Thomson continues “Working with Alpha Century and A Little Bird has been great; they have added so much into the creative process and delivered at speed. Each agency has a unique understanding of early stage projects and how to work under intense entrepreneurial pressure whilst maintaining a considered professionalism in dealing with one of Hollywood’s biggest names. We’re confident that the campaign will drive discussions on sexual health and inject new life into the stagnant condom industry, and look forward to seeing these discussions develop.”

Hugo Feiler, CEO at Alpha Century says: “LELO like to do things differently and working with Charlie Sheen is a typically bold choice because this is one of those sensitive subject areas that needs to be brought out into the open and to get people thinking about and discussing. It all happened very quickly from conversations with LELO through to making the films with Charlie Sheen in LA. It shows that making brave choices and being interesting makes the message the medium on many levels.”

Tim Solano, Managing Partner, A Little Bird says “Speed, agility, innovation and confidence are the traits that allow a brand stand out in a cluttered multi-channel landscape. LELO HEX™ has all these qualities at its core, so creating a strategy that paves the path to a high impact launch of a sector-changing product has been an inspiring opportunity. Working with LELO has allowed us to push boundaries with the confidence that brave thinking will not only be embraced, but will be followed through.” 

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