Color Changing condom case study April fools day

// Manforce Condoms //

Manforce Realgasm

BRAND OVERVIEW

Realgasm Condom

“RealGasm” - a colour-changing condom that “detects” a real orgasm. The male partner discovers the female partner’s fake orgasms via the condom changing colour. This is possible because we used the similar litmus test chemical which changes color when it comes in contact with a chemical in female orgasm. Chillllll! Just kidding!

INDUSTRY

HEALTHCARE & OTC

Campaign Name

Colour Changing Condoms

SERVICES

SOCIAL MEDIA & CONTENT STRATEGY

The Insight

01.

Women Fake Orgasm

The campaign addressed a taboo: women faking orgasms in intimate relationships and the lack of open discussion around it. The brand noted that fake orgasms are a “common issue in relationships” and wanted to bring it into conversation.

02.

A Game on Social

For the brand itself: In a market where condoms are associated only with protection, there was a need to elevate intimacy & pleasure messaging. The task: talk about sex/pleasure without being overt given social/media constraints in India.

The Approach

The creative idea: “RealGasm” - a fictional product launch of a colour-changing condom that “detects” a real orgasm. The male partner discovers the female partner’s fake orgasms via the condom changing colour. This dramatizes the taboo while adding humour and surprise. Use of an April Fool’s Day style moment: The campaign was unveiled on April 1 so that the audience initially took it at face value, then realised the twist (it’s a prank but meant to provoke thought). Tone & media: Humour + shock/disruption + social video led activation. The campaign leans on “moment marketing” and surprise to cut through.

The Film