Landor Associates has helped Chinese condom brand Jissbon with a makeover, by coming up with a new brand identity: naughty or nice. The makeover, besides identity, involved strategy, positioning through to packaging and website in time for its relaunch on Valentine's Day.Jissbon wants to strengeth its personality as a condom brand and in a brief to the agency, it said that it wanted their customers (18-35-year-old couples) to fall in love with the brand.
The China market is flooded, however, and competition includes Durex, the number one condom brand in the world.“Sex in China used to be taboo, but times have changed and younger people are now more openly discussing the subject,” said Ray Ally executive director of brand consultancy, Landor Associates. “What we realised is that Chinese consumers want more control over their sex lives, as they are becoming more active and experimental.”
“As a result, ‘Naughty or nice’ is the new brand identity, where consumers have options. Sex can be naughty or nice depending on their mood,” he added.The relaunch of the reinvigorated brand campaign, that includes new graphics, logo, packaging system applying to all 20 products varying in functions, will take place at a product launch party on Valentine’s Day in Beijing.
Jissbon is the leading Chinese condom brand in China.
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