In a competitive, non-differentiated category, how would we increase demand for KISS Condoms, drive active selection, build awareness, drive trial, and create an accessible condom brand?

'It starts with a kiss.' With most intimate interactions always starting with a kiss, we expand on the idea to put the brand in the forefront. We needed to make the public feel that having a KISS condom will always get those steamy moments started on the right foot.