US Creative Work of the Week: Naughty Bags put a new spin on prophylactics.
The Drum – August 16, 2017
Safe sex got a ringing endorsement this week as our readers voted the Naughty Bags campaign from Cramer-Krasselt as US Ad of the Week.
The campaign used information gathered from focus groups of urban young adults in Wisconsin and came up with Naughty Bags, a new brand of condom designed especially for teens. The packaging and naming convention takes a lighter tone and appeals to teens by not being judgmental nor preachy.
Naughty Bags are a collaboration between marketing and communications agency Cramer-Krasselt and Diverse & Resilient, a nonprofit whose mission is to improve the well-being of Wisconsin’s LGBTQ community. The result features original names like “Pork Parka,” “Pecker Poncho,” “Scuba Gear” paired with creative, accessible distribution channels, to help make Naughty Bags more approachable for teens and young adults who are the most in need. Plus, they’re given away for free.
The agency also added in a video game-style animation called “Papa Stopper” where digitized condom shoots down incoming sperm.