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Sir Richards Condom Company rolled out a promotional campaign to pointedly bring home its product attributes. The initiative, which runs through May 2011, features on-pack stickers with copy that highlights the product’s economic benefit (i.e., avoiding the financial burden of raising a child) - “$874 less than a Bugaboo stroller” and “$32,994 less than a brand new minivan.” With its sophisticated plaid graphics, the packaging equally avoids category clichés. For every condom it sells, Sir Richards donates one condom to developing countries. The brand is currently available at Paul Smith, Fred Segal, Viceroy and Whole Foods.(Brand owner, package design and campaign creative: TDA, www.tdaboulder.com)
