Sustain has become the first condom brand to aggressively market to clearly unmarried women for the sake of recreational sex with globe-trotting good Samaritans.
Jeff and Meika Hollender, the father-daughter duo who started the brand (yes, condoms can be a family business), were looking for someone to buy into rubbers made with sustainable rubber. And naturally, they looked to women.
It's not a small market. Some 40 percent of condoms are bought by women, and research says most of those women hate buying them. Worse, only 19 percent of women age 22-44 use condoms regularly. Sustain wanted single women to be more comfortable buying their own condoms and insisting that men use them.
Which brings us to our sex-positive protagonist. She doesn't rely on her hot, socially conscious lay to have an unexpired, unscented, properly sized condom. No, she buys her own, and because she's all about practicing what she preaches, she makes sure they're produced with sustainable, fair-trade rubber from a brand that also gives 10 percent back to support women's reproductive health.
Yes, this modern woman with her slight southern draw has all the shock potential but without quite the acting chops of the Poo-Pouri girl. But all Sustain has to do is get some conservatives upset about this ad showing a lady who enjoys having sex for fun, and it could go all the way.
Join Dwyane Wade, Julian Duncan, Andrea Brimmer, Rick Gomez and more at Brandweek Masters Live, on Sept. 14-17, for main stage insights, in-depth Masterclasses and more. Register now (early-bird rates expire 9/1)