Lifetime supply for a tattoo
We launched an unusual campaign by offering a lifetime supply of DR.JOYS condoms to anyone willing to get a tattoo of our brand logo. The announcement on Instagram quickly went viral, generating over 100,000 views, thousands of likes, and hundreds of comments. The idea sparked lively discussion: some praised it as a bold marketing move, while others viewed it as a provocative experiment.
For us, this campaign was about much more than publicity. Our goal was to draw attention to the importance of safe sex and show that conversations about protection can be open, honest, and free from shame or stigma. The DR.JOYS team has always advocated for sexual health and conscious relationships, so we chose a memorable and unconventional format to communicate this message.
Unexpectedly, the campaign reached far beyond social media. It was picked up by several Russian media outlets, where journalists discussed the campaign's concept, the public's reaction, and how initiatives like this can influence society's attitude toward protected sex and healthy relationships.
The campaign received an overwhelming response. Dozens of tattoo studios expressed their willingness to participate, and more than 100 people said they wanted to get the tattoo. For many participants, it became more than just an opportunity to receive a reward—it was a way to support open conversations about safe sex.
Публикации в СМИ стали ещё одним подтверждением того, что смелые маркетинговые идеи могут не только привлекать внимание к бренду, но и поднимать важные социальные темы. Подборку материалов о нашей акции можно посмотреть по ссылкам ниже.
The media coverage became further proof that bold marketing ideas can do more than attract attention to a brand—they can also raise awareness of important social issues. A selection of publications covering our campaign can be found via the links below.
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https://moscow.media/moscow/415531614/