BILLY BOY

MAPA GmbH is one of the most important companies worldwide in the rubber industry. With BILLY BOY, Fromms and Blausiegel, MAPA manages three leading condom brands in its product range. In 1995, MAPA asked itself how one can persuade consumers to buy condoms like any other product – without feeling embarrassed about it – and how one can simultaneously convince retailers to sell them like any other product.

kleiner und bold first structured the portfolio and clearly positioned the individual brands, BILLY BOY, Fromms and Blausiegel, by developing an innovative brand strategy and a distinct brand architecture. A style guide describing the right way to deal with MAPA’s condom brands was produced for staff, business partners, service providers and licensees.

BILLY BOY is a particularly successful brand story. kleiner und bold designed a completely new image for this brand – cheeky, unusual, colourful and eye-catching – and has implemented it constantly since 1995. BILLY BOY became the most popular condom in Germany and in just ten years emerged as the clear market leader.