Condomi Health UK has joined music channel MTV to launch a new brand of condoms.
MTV Condomi, developed in conjunction with Staying Alive, MTV’s global HIV/AIDS awareness campaign, will be available in three variants - Hetero, Female and Androgynous - and retail at £1.99 for a three-pack.
A £3m marketing package will support the launch and will include TV ads on MTV channels and a poster campaign on bus sides and London Underground to target 20 to 25-year-old adults.
Condomi Health UK MD Billy Stone said: “It is a powerful combination. MTV is perceived to be young and stylish, while the Staying Alive association conveys the serious safe-sex message.”