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We were denied a loan from a major financial institution because we were a condom company,” she adds. “There’s a shocking amount of censorship with condoms. We’re doing partnerships with college campuses, all to normalize the idea of carrying condoms and making it something that you’re proud to have out instead of hidden away. So we’ve created these really beautiful point-of-purchase displays for bars and coffee shops and hotels. You want to store it away in your drawer unseen. “It’s traditionally sold in an embarrassing aisle and an embarrassing box. “You have a product in a package that really doesn’t look like anything else in a young person’s life,” says Geller. Realizing that this was a branding and communications problem crying out to be solved, they asked themselves, what if we could flip this whole thing on its head? Enter Jems - “ condoms made for a multiplicity of sex and gender expressions.” In the process of product development and communications design, Geller and Emory discovered how much of a taboo condoms still are in the culture and in commerce. A little more digging revealed that this lack of transparency was the norm. It seemed crazy to them that for something that was wrapped around reproductive organs and going into bodies, there was no disclosure of ingredients.
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There were names like Trojan and Magnum, and it was all black silk sheets and nude male torsos.”Īs conscious consumers, they also noted that there was no indication of product ingredients. “When we were both between pregnancies and we were looking for birth control products, we found ourselves in the condom aisle,” Geller tells strategy.”It looked like it hadn’t changed in 50 years. The fact that this category seems to be stuck in the hyper-masculine middle of the last century was noticed by designers Whitney Geller and Yasemin Emory, co-founders of ten-year-old Toronto-based design firm Whitman Emorson. There’s even one called Iron Grip, with packaging that emulates embossed stainless steel complete with rivets up and down the sides of the package. Keeping to the theme, there was also Sheik, which had a silhouette of an Arab warrior on horseback as its logo.
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Ramses, the Egyptian pharaoh and ancient symbol of great temporal power, is also a condom brand, which once did a product placement deal with the Mel Gibson movie Lethal Weapon.
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Trojan, which is meant to make a man feel like mythological warriors Achilles and Hector, uses the bronze helmets favoured by the ancient Greeks as its logo and in its TV spots.
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The condom category is a study in both taboo avoidance and hypermasculinity.