ellaOne is the most effective emergency contraceptive on the market but its brand awareness is low. The same is true of its competitors; at the end of the day, the brand lives in a category defined by distress purchase.
We were tasked with getting a young audience to 'ask for ellaOne' at the pharmacy counter. To build mental availability for the brand, we had to give it a new role in the eyes of our audience, a reason to care about what we have to say.
Dating and relationships are hot cultural topics. Both genders are a bit obsessed with how the other acts after a romantic encounter, with trying to guess their feelings and intentions. Media and social is flooded with anecdotes about interpreting how the other behaved, questions and advice on what it means if they did this or that.
But in the event of an unplanned sexual incident, there’s even more misunderstanding and uncertainty on both sides about how to deal with the issue and act the next morning. Although we talk an awful lot about dating etiquette, we don't talk at all about the correct manners for this situation. It usually ends up with the women simply sorting it.
Today, this feels outdated. There's something obviously missing from the dating conversation and ellaOne has the opportunity to bring in the missing piece by being the first brand to advocate that men and women understand the handling of an UPSI (unplanned sexual incident) and the MAP (morning after pill) correctly as a part of modern dating etiquette.
To promote ellaOne and get people to ‘Ask for ella’ in pharmacy, we became the brand to help clarify 21st century ‘Morning After Manners’ - bringing together men and women to end the silence and misconceptions around how to act the morning after.
From texting behaviour and how your actions are interpreted, to the correct ‘morning after manners’ in the event of an UPSI – helping make the solution a shared responsibility.
A year long campaign playing out in lifestyle media and on social, including an influencer engagement progamme to get the conversation going around #MorningAfterManners.