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Pasante Condoms Rebrand Safe Sex
Safe sex used to be just a little bit un-sexy. Then the condom revolution happened, with previously dowdy prophylactics (the kind of thing you were embarrassed to go into the chemists and buy) suddenly re-packaged in fun ways, with cool names and even shapes designed to stimulate rather than just bar. Up there with the leaders of the pack in a new wave of condom rebranding are Pasante condoms, a company who, among other things, has been the first to deliver Kitemarked glow in the dark barriers to UK shores.
Pasante condoms have built a 20 year plus reputation on a combination of innovation and security. Recently, Pasante condoms have added fun to that mix, with the previously mentioned glow in the dark condom (the mind boggles!), a range of flavoured condoms that are reputed to actually taste rather nice; and the Halo, Pasante condoms’ new “concept” condom, which comes in a round foil package.
At first, it isn’t entirely clear what is revolutionary about putting a condom, which is round, in a round packet, rather than the traditional square. Pasante condoms, though, insist that their Halo prophylactics are something special – and when one gets a look at the packaging, it’s easy to see what they mean. Pasante condoms’ Halo range come in a sort of tin (it looks a bit like a little beer can), which is obviously meant to be stored on the bedside table. The tin itself is bright and funky and contains a pile of the individually wrapped round foils. What Pasante condoms are doing with the Halo is this: taking condoms out of the wallet or bedside drawer and putting them on full display. The revolution Pasante condoms are talking about isn’t one of design or innovation at all: it’s one of attitude.
By packaging condoms in what basically amounts to a designer display, Pasante condoms are asking their users to make a statement about safe sex – a statement, basically, that says, we do it and we like it. That’s a pretty healthy message to put across, particularly in a society where youthful (i.e. sex between young consenting adults) sex has gone through the roof. Pasante condoms’ point is simple –we make statements about every other aspect of our lives, so why not make statements about safe sex, too?
It’s this uncomplicated attitude that makes Pasante condoms an excellent flagship brand for the younger sexually active segments of the population. Older folk don’t necessarily need to get the message: teenagers, a group currently experiencing a pretty nasty wave of STDs (presumably as the result of poor information), certainly do. And with their Halo brand, Pasante condoms have found a way to encourage them into making an open statement: safe sex is cool.
Little wonder, then, that Pasante condoms are creeping into pole position in the condom manufacturers’ war to hold new customers. With an attitude nicely balanced between responsible and cleverly funky, they could well be set to become one of the new big names in prophylactics.
About the Author
It’s this uncomplicated attitude that makes Pasante condoms an excellent flagship brand for the younger sexually active segments of the population.
Behind The Scenes: ‘Cocktails & Condoms’ Album Cover Photoshoot.
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