ReadyTwoGo
This mission-based nonprofit works to reduce the occurrence of STDs, including HIV/AIDS, and needed a way to enter an extremely crowded marketplace to raise awareness and trial of their new safe sex kits.
Groove 11 is a brand experience agency. We have an unshakable belief in the power of meaningful, sustainable brand relationships. To develop these, we architect conversations that create unforgettable emotional experiences, inspiring audiences to feel, learn, do, or be.
Insights
As noble as the cause is, breaking into this highly saturated space presents distinct marketing challenges that require competitive tactics. To launch the brand with maximum impact, we identified the white space of "fun." So while others went down the "disease prevention" or "responsibility" road, we positioned ReadyTwoGo as trendy and hip; a perfect fit for modern lifestyles. The style and convenience messages resonated with the four primary target audiences, which were selected based on health statistics: women, African-Americans, boomers, and GLBT.
Architecture
Starting with a complete renaming, we then imbued the product packaging with fun designs to destigmatize the kits themselves. All work was informed by a brand essence statement, and carried through to the identity system, website, brochure, and press kit. Greater cache and style came through via personalized designs, celebrity endorsements, licensing deals, and limited edition kits.
Impact
- Launch on World AIDS Day was a huge success
- Massive national PR
- Company is in its second year, with continued strong sales