Throwback Thursday: Top Condom brands in Nigeria (II)
By Abimbola Mohammed
Do you remember the coded slang used to call condom back in the days when people were not well sensitized or civilized like they are now? Well it was called a raincoat, funny right? To buy condom then was more like a secretive thing, some get to supermarket or chemist to get condom but too shy to name what they want to buy, they then start ordering for things like biscuits, bread, toilet papers just because they don’t want to be seen as a promiscuous person.
This is because there is this perception among older Nigerians that sexual promiscuity can be associated with the use of condoms, and that brings a sense of shame with buying it. Even though brands overwhelm the audience with sexually suggestive photos, explicit lyrics, and raunchy dance moves on television, the average Nigerian has a socially-conservative upbringing, and is advised never to discuss or deliberate it openly.
Now the narrative has changed because marketing in the contraceptive industry has evolved. People are now more aware of the importance of condoms; it is no longer a case of being promiscuous but for the prevention of unwanted pregnancy and STDs. In fact, 13th February, every year is celebrated as World Condom Day; a day set aside to remind the public that condoms prevent sexually transmitted diseases (STDs) and unwanted pregnancy. It’s also a day to promote the use of condoms to provide protection from HIV.
Our Throwback story this week is a continuation of last week’s Thursday story on popular condom brands, but this week our focus is on brands that changed the marketing strategy on online and traditional media. Who would have thought that condoms will later have colorful ads?
Fire Condoms
Fire Condom is a Nigeria brand, launched in December 2019. The company’s first promotion of its new product was at the Innocent Idibia’s, popularly known as 2face, concert. At the concert 2face dropped some life lessons and sex advice to his fans. As one with evident knowledge of sexual affairs, the legend spoke through his experience, educating his fans on the need to use Fire Condoms before necessary action for maximum pleasure.
Fire Condom comes in two variants Fire Xtra and Fire Xtacy designed to give users the best of both worlds. Fire Xtra, as the name implies, ensures prolonged action, it is ribbed, dotted, and has extra features for enhanced pleasure. Fire Xtacy, on the other hand, has been created to enable greater stimulation, exploding climax, heightened pleasure, and absolute enjoyment by aiding the female to stay warm and lubricated during intercourse.
In 2021 the brand partnered with Nigerian rapper & Big Brother Naija 2020 winner, Lekan Agbeleshe, popularly known as Laycon to release a Fire version of his hit single Fierce. This shift in marketing approach is very laudable. The #LayconXFireCondom collaboration was truly a fine match as both brands shared the same target audience and brand message.
Flex Condom
Flex Condom was launched in 2017 by the Society for Family Health (SFH), a not-for-profit organisation. 5 variants of Flex condom were introduced to the market with aims to expand the choice of condom brands available to Nigerians. The new variants are Flex Treasure Island, Flex Classic, Flex Brown Sugar, Flex Spice premium latex, and Flex Pleasure Unlimited.
Flex condoms are manufactured abroad by one of the biggest condom manufacturers in the world, Thai Nippon Rubber Industries (TNR). TNR is a WHO Pre-Qualified manufacturer for condoms and the condoms including its Flex brand are made to very high and demanding international standards. In addition to being a leading global manufacturer of premium condoms, TNR is also one of the world’s leading suppliers of natural rubber latex, thus ensuring that its condoms, the Flex condom range, are produced from the best natural rubber latex.
Kiss Condom/ Fiesta
DKT International manufacturers for Kiss and Fiesta Condom was established in 2013, DKT Nigeria is an innovative and adventurous social marketing enterprise that promotes family planning, reproductive health services and HIV/AIDS prevention in the developing world. DKT is expanding the contraceptive market, growing the channels, disrupting the traditional way of educating and reaching consumers. Since its establishment DKT was determined to bring contraceptive innovation to expand and reshape market dynamics. DKT has a portfolio of 18 different products.
A new variant Kiss Condom was launched in May 2023 to the Ugandan Market called Kiss Extra Time. it contains an anesthetic that delays a man’s orgasm by “minutes” according to the company. It has Kiss Classic, Kiss Chocolate, Kiss Strawberry, Kiss Studded, and Kiss Passion fruit. Fiesta comes in Fiesta 3-in-one, Fiesta Classic, Fiesta Dotted, Fiesta Extra Strong etc.
DKT Nigeria is the local affiliate of DKT International. DKT International is a registered, non-profit organization founded in 1989 to focus the power of social marketing on some of the largest countries with the greatest needs for family planning, HIV/AIDS prevention and safe abortion.
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