Hero packaging refresh; what women want

HeroHero has unveiled a complete refresh of its product packaging, with a new design guided by feedback from more than 1200 Australian women.

The socially responsible company said the survey revealed a preference for packaging materials and imagery that evoke a high-quality, premium feel and a desire to align with brands that incorporate recycled materials.

Respondents also applauded Hero for avoiding the use of over-sexualised images typically found in other major condom brands’ packaging and marketing materials.

“Women makeup close to half of the Australian condom market, but the latest surveys show the major condom brands don’t seem very interested in making a product with women in mind. Women are more empowered than ever when it comes to sex, so we want to make sure our products are engaging and reflecting the needs of this significant part of the market,” said Dustin Leonard, CEO of Hero Condoms.

A Pureprofile survey  conducted earlier this year found Hero was the brand of choice among Australian women, with nearly 78 per cent of women preferring it over competitors.

It also found that more than nine out of 10 women thought it was important for brands to be socially responsible and give back to society – an important part of Hero’s one-for-one mission.

For every Hero condom sold in Australia and New Zealand, one is donated to a developing country. To date, Hero has donated 575,000 condoms to Botswana, which has one of the highest rates of HIV/AIDS infection in the world, and has pledged to donate two million condoms this year.

Design reflects quality and speaks to women
Hero partnered with leading brand design expert Gary Broadbent, who currently serves as creative director for Sydney’s new $1.1 billion International Convention Centre, to help articulate the new insight on the factors most important to female shoppers, in a visually appealing way.

Mr Broadbent said Hero’s socially conscious mission is a key reason he was eager to be involved.

“Social responsibility is the future of brands, so I am incredibly proud to be a part of Hero which does extraordinary work to help fight the spread of HIV and AIDS, particularly in the developing world. The innovative work we are doing will help position Hero as one of the most important corporate social responsibility (CSR) brands in the world,” said Mr Broadbent.

For more than 25 years, Mr Broadbent has created successful strategy and design projects, with a client portfolio that stretches from Vodafone to the Vatican.

“We are thrilled to be able to work alongside such a well-respected name in the design world. Mr Broadbent has helped us translate women’s feedback into a modern and luxurious design that better reflects the quality of our products and our desire to speak to women in a way that other condoms brands are not,” said Mr Leonard.

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