MOJO: Giving a Premium Condom Brand Its Own Voice

DKT Myanmar, a social marketing NGO, distributes Kiss condoms, Lydia female contraceptives and a premium local brand, MOJO. Kiss was already well known for its romantic tone and educational content. MOJO needed awareness, but a second condom brand that sounded like the first would only cannibalise it.

The objective was to raise awareness of MOJO and to give it a positioning and value clearly different from Kiss, for a higher tier of consumer who did not need the basics explained.

Ruder Finn Era created a brand personality for MOJO that leaned away from education, on the reasoning that its audience was older, better informed and buying for pleasure rather than instruction.

Where Kiss Myanmar focuses on romance, MOJO's social content went the other way, playful and fun about sex itself, within a clear set of dos and don'ts that kept the brand on the right side of platform rules and public sensibilities in Myanmar. The team managed the brand's social media on an ongoing basis, keeping the two DKT brands clearly separated in tone and audience.