Brief

Synapse Original was charged with taking DKT International's star condom brand KISS and giving it some much needed sex appeal in order to generate top of mind awareness for the brand and to ultimately drive sales.

Description

We worked hard to understand the prophylactic market in Myanmar, the new challengers taking on KISS and its sister brand MOJO, before proposing an opportunity to put the fun back into sex with a KISS ME campaign targeting young men across Myanmar. We devised a campaign formed around the notion that kissing is a lot more acceptable and easier to talk about than sex or condoms. We empowered our target audience with the knowledge that all they have to do is Just KISS. With the play on words we created a campaign that is subtle yet effective in a market where we walk a fine line between offending a community and connecting with them.