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Sir Richard’s venture leverages the power of a brand for positive social change
Later this summer a new condom brand is expected to appear on shelves in Canada with an underlying business model made for the age of the conscious consumer. Think of it as the Toms shoes of safe sex.
Sir Richard’s was founded on the buy-one, give-one model made famous by Toms. For each pair of Toms shoes sold, a pair is donated to a child in need. For each Sir Richard’s condom sold, another is donated to the frightfully impovershed Haiti. The brand was launched by a small cadre of agency execs from TDA_Boulder and entrepreneurs in the city in late 2009; among them Jim Moscou, who was one of the speakers at last month’s Future Flash meet-up of senior ad execs put on by the Institute of Communication Agencies.
According to Moscou, three brands (Trojan, Durex, and Lifestyles) owned more than 90% of the condom market. At the same time, less than 17% of condom needs in the developing world are being met. His group saw an opportunity to create a new condom brand with a different approach to selling safe sex. “We believe that the power of business can bring health and pleasure to the global community,” he said. “In the power of brand as a tool to help accelerate positive social impact.”
In an interview following his presentation, Moscou explained the three brand tenents that will make Sir Richard’s a success.
Au Naturale
“We realized conventional condoms included ingredients that were pretty nasty,” says Moscou. Sir Richard’s condoms are all natural, chemical free and even vegan friendly. “The ground is shifting,” says Moscou. “What we are seeing is a new generation of young people that want to see more out of the companies and the products that they purchase.” These consumers care about the environment, what they eat and what they put on and in their bodies. “There has been no push back [on price],” he says, of the extra dollar or two that consumers spend for Sir Richard’s. “They are more than willing to ensure that chemicals are not involved in the most intimate moments of their lives.”
The Cause
Haiti has been enduring a shortage of between 30 and 40 million condoms a year, says Moscou. “We project that by 2016 we will fulfill the entire Haiti shortfall of condoms, if we continue to grow the way we are growing.” Sir Richard’s worked with Haitian American photographer Marc Baptiste to develop the “Kore” brand for Haiti. The word is a term of respect often used by Haitians as they bump fists and translates roughly to “I got your back.”
The Brand
Alex Bogusky started working with Sir Richard’s in 2011 not only for the social benefits of the company but because he thought the branding was so cool. “Our designer has a great philosophy: make a package look delicious,” says Moscou. “I think he captured that in the Sir Richard’s plaid, which already has an iconic feel and mojo. Ultimately, we’re a positive, emotional, and empowering brand, which we try to reflect in all that we do.” TDA created a spot that cleverly delivered the all-natural attributes of the brand. Called “Vagina Rules,” it shows woman listing who they won’t let near their vaginas: investment bankers and bowlers, mixologists and magicians. A closing super explains: “We just hope you keep chemicals out of your vagina.” And for those conspicuous philanthropists for whom being seen to support a cause is as important as supporting the cause itself—people can wear TOMS shoes in public, not so much Sir Richard’s condoms—there are T-shirts. “We can’t keep them in stock,” says Moscou. “And really interesting… is that women love wearing our T-Shirts. I don’t think I’ve ever seen a woman wearing a condom T-shirt before.”
Sir Richard’s hopes to be on shelves in Canada by September. The focus will be on natural and adult stores first, though the brand recently completed a deal to be in 5,500 CVS stores in the U.S. and Moscou is hoping for a similar mainstream deal in Canada.
Other brands using the buy one, give one model
Warby Parker
Nearly one billion people worldwide don’t have access to affordable glasses, which motivated the Warby Parker fashion brand to adopt the one for one model. Warby Parker donates either a pair of glasses or provides funding to charity partner Vision Spring to train low-income entrepreneurs to start their own businesses selling glasses at affordable prices.
Ark Collective
Kevin Moshayedi was disheartened to learn that many students in the LA area went to school with only the supplies they could hold in their hand or fit in a grocery bag. Ark Collective works in partnership with Operation School Bell to distribute the “donated” backpacks to schools across the U.S.
Ten Tree Apparel
Ten Tree apparel is more than just a cool clothing company. Formed by three college students, the Regina-based operation plants 10 trees for every hoodie, T-shirt, hat or pair of pants it sells. According to its website, the company has planted over 286,000 trees. To help take the brand to the next level, the trio struck a deal with Arlene Dickinson and Bruce Croxon when they appeared on an episode of Dragon’s Den last fall.
Pacha Soap
During a trip in Peru, Andrew Vrbas was struck by the unsanitary conditions and started handmade soap company Pacha when he returned to the U.S. When a bar of soap is purchased at retail, another bar is given to a local shelter, mission, or safe house.
Figs Scrubs
In developing countries, doctors and nurses don’t have proper uniforms, which compromises hygiene and increases the chance of spreading disease. Last year the company donated scrubs to areas in Kenya through its Threads for Threads program. In 2013 Figs hopes to add India, South America, Philippines and the U.S. to its list.
