Working with Melbourne-based condom brand Jonny is an ongoing delight. Vegan, environmentally friendly, marketed to women and teeming with sass, the product is intelligent, beautifully designed and wildly original.
Since inception, I’ve worked closely with the three women behind Jonny to create and establish the brand's tone of voice. In addition to all packaging copy, promotional and website copy, I also take great pleasure in writing Jonny's cheek-filled and sex-proud Instagram captions.
For ‘schoolies’ (the period of post-exam holiday hedonism for high-school graduates) in Byron Bay, Jonny created a poster series highlighting the dangers of unprotected sex.
I created the concept and copy for the posters, which were displayed at Byron Bay’s Schoolies HQ. The challenge was to hammer home the importance of safe sex without lecturing or boring young people. The result was three posters highlighting schoolies-prone situations that Jonny can and can’t help with; for example, a forehead tattoo is out of Jonny’s jurisdiction, however, Jonny can help you avoid being saddled with herpes for life.
In these what the heck is happening times, Jonny reached out to subscribers with a heartfelt yet lighthearted eDM. The aim was to acknowledge the current global health crisis while staying true to Jonny’s brand voice.
Always a significant day on Jonny’s calendar, IWD presented the perfect opportunity for Jonny to send a powerful pitch to Australia’s leading beauty retailer. I created copy written to stir pride, inspire action and champion change.
The dialogue around sex and a woman’s sexuality demands a fundamental overhaul. There is no shame in sex. We are sexual beings. And so why does the stigma surrounding female sexuality persist, seeping insidiously into the consciousness of young girls and feeding insecurities of women the world over?
Jonny’s mission is to light a fire under the issue; to propel change, reshape and redefine the conversation. How? Through beautifully packaged, environmentally conscious and unabashedly vocal condoms that champion pride and empowerment. And, as Australia’s leading beauty destination – as an inspiring brand that women trust and respect – XXXX is uniquely positioned to help hit the message home: safe sex is normal and safe sex is natural. What better way to demonstrate belief in – and support of – this important message than by welcoming Jonny onto shelves to sit alongside NARS bronzers, Hourglass highlighters, Too Faced mascaras and other daily essentials.
Jonny and XXXX are the ultimate power couple. The time is ripe to lead change together.
Oprah said it best: ‘A new day is on the horizon.’