Although it is no longer a taboo subject, bringing a sexual health product closer to the consumer is quite a challenge, where it is not only what we say that matters, but where we do it. For this reason, for the launch of Safe On, PFIZER’s line of condoms, we decided to activate it in bars and entertainment venues, where with a relaxed speech (and atmosphere), we were able to connect with our target.

In addition, we replicate our efforts in the pharmacy channel, a key place to boost recall and sales of this category.