Feel good vibe from Japan

A campaign that transcends the norm of the condom market, which typically focuses on selling to men, by shifting the communication towards the other party in the relationship. Although they may not usually make direct purchasing decisions, they have the right to express their opinions or needs since they are co-users of the product. This approach addresses the insight that men’s purchasing decisions in sexual wellness products are influenced by their partner's satisfaction. It aims to foster a society that values meticulousness and attentiveness in choosing condoms or lubricants, ensuring happiness and comfort for everyone in the relationship.

USU-PITA positions itself as a premium sexual wellness product from Japan that understands the sexual desires of everyone, both men and women. Unlike many other brands in the market that primarily cater to men, USU-PITA is designed with meticulous attention to detail, focusing on the specific needs and preferences of women.

1. Elegant and Discreet Packaging: USU-PITA's packaging is designed to be aesthetically pleasing, portable, and discreet, ensuring women feel comfortable carrying the product.
2. Variety of Sensations: USU-PITA offers a range of lubricants with different scents, allowing women to customize their intimate experiences and enjoy a variety of sensations.
3. Comfort and Safety: USU-PITA condoms are designed to be thin and comfortable, providing maximum pleasure without compromising safety.

Execution:
Encourage women or those in a receptive role to share their impressions of partners who are meticulous and communicate the idea of choosing with care through three main groups of influencers:

Selective Individuals:
Communicate the idea of choosing the best for oneself to be happy, targeting both women and LGBTQ+ individuals. This group will discuss lubricants in terms of enhancing personal pleasure, whether with sex toys or for use with menstrual cups.

This campaign successfully shifted public perception, demonstrating that sexual wellness products are not solely the domain of men's decision-making. The campaign garnered significant interest from the target female audience, but also received positive feedback from male consumers.