Situation

Tulipán had always talked about “safe pleasure”, but given the current context and the movements against gender abuse and violence, the brand understood that it had to talk about the most important matter in all sexual relations: pleasure is only possible if both people give their consent first.

Solution

The "Consent Pack" was developed: a limited edition of 4,000 packs that could only be opened with the 4 hands of the two people involved. The box has an eight-button opening system that must be pressed at the same time and pull for the pack to be opened, then use condoms inside. The packs were distributed free of charge in bars and public spaces in Buenos Aires. We released the information of the initiative to more than 300 national and international media. We selected 200 T1 media and sent the consent packet to their hands so they could try it.

Results

The initiative was trending topic (organic) in only 6 hours on the launching day, becoming news in more than 80 national media. The news reached more than 130 countries, getting 1.3 billion impressions in just two more weeks. We obtained an earned media of + USD 19MM.