Hex plaudits mount up for Lelo

Posted: May 23, 2017

Lelo had much to celebrate last month after its Hex condom picked up two more awards, one for the product itself and the other for the marketing campaign that surrounded its launch.

The latter was the Global Award for Healthcare Campaign of the Year from PRWeek. Lelo’s 2016 launch of Hex generated more than 3,000 individual news stories across the world in the first two months, much of which mentioned the condom’s brand ambassador Charlie Sheen, who was chosen to help communicate a message of caution via his HIV positive status. This reportedly resulted in a PR total of 5,030,000,000 readers, peaking at 50 interactions per minute on social media.

Lelo CMO Steve Thomson said: “This is huge news for us, and we couldn’t be more proud of our work today. The campaign for Hex was risky, and we knew not everyone would be able to see the message over the contentious partnerships. But this PRWeek award is absolute vindication that we made the right decision in our mission to spread the word about positive sexual health.”

Hex was praised by PRWeek for its “risk-taking campaign campaigning against taking risks” and for the overall quality of its execution.

Earlier in the month Hex won a prestigious Golden A’Design Award in the category of Design Quality and Innovation. The award is bestowed by a panel of international design academy grand jurors, consisting of press members, designers, academics, and entrepreneurs. This award joins the iF Design Award in the Hex trophy cabinet, which the product won earlier this year.

Steve Thomson said: “As a brand rooted in design, it’s a pleasure to have the hard work rewarded publicly, and absolutely validates the years of hard work that went into it. We couldn’t be happier.”

More information about Lelo Hex condoms can be found at www.lelo.com