Lelo Global Marketing decided it was time to shake the condom market out of its complacency and inject fresh impetus into the industry, the relevance of safe sex, and the fight against HIV and Aids.
An unexpected but fundamentally relevant campaign partner was needed and Charlie Sheen was the perfect choice. The world’s most prominent HIV sufferer spoke honestly and with empathy. Lelo smashed its crowdfunding target by 3200% - raising a total of £1,016,000, featured in 6,000 mainstream publications in the first month of campaigning, and Google searches for ‘condoms’ went up four per cent. Pre-sales of the new condoms hit 600,000. Launch parties in New York and London set social media alight with many millions of impression hour by hour, and Lelo was getting more than 120 mentions per minute on Twitter alone. Every time Charlie appeared on television to talk about the campaign the number exploded again. A brave campaign, it certainly grabbed global attention and shook the industry out of complacency.