Early advertising Manix

The entrance to Manix in advertising is not as simple as it might seem. First because Manix, working in a small market, has little budget. But also because any communication on condoms, still considered by the French law as a drug is submitted various authorizations

Last difficulty: the subject remains taboo and less rewarding: "In 1998, only 40% of 15-24 years using condoms every time they had sex. Simply because the majority of them believed that wearing a condom decreased sexual pleasure. "

April 1998: The first pub Manix yet made its appearance. Capitalizing on the fineness of the product, the brand positioning it as a partner in the fun, preserving and leaving all the sensations. Composed of a single vision (with a bed sheets wrinkled and head lacerations marked Nail), the campaign press, a budget of 800000 F, resumed at the same for display in a pharmacy, says "Manix 002: less than latex, more sex."

Results: + 51% of sales

The brand is becoming so. In retailing first, where it is present in 70% of outlets, its market share increased from 22.9% in value in 1998 to 23.4% in 1999. "The numbers are clear: we have taken market share in our two major competitors, Durec and Hansaplast," concluded Irene Lobel. Based on these results, Manix continued in 2000 its strategy. In deciding this time, in addition to the 100000 Fd'opérations to student associations, and his presence with BDDP & Fils in the Gay Pride, disseminate "Imprint" in 922 theaters.

The brand of condoms, is already campaigning again in November and December with a new creation pub showing the Romeo and Juliet by Shakespeare. Except that the title was: "Romeo & Juliet & Babette Julie & Charlotte Sophie Francoise…." Purpose: To reinforce complicity with the users of condoms, "explained at Ansell. But with this kind of ad, Manix will seduce also women?