I. The origins of ManixFor a few years, in addition to contraceptive use, another role of the condom has been added: that of protecting against sexually transmitted diseases, in particular AIDS. But the fact is that only one brand has become a leader on the French market: Durex. And this, without any advertising; why in 1987; French law prohibits the advertising of male condoms. However, thirty years after the appearance of Durex, another brand of condoms is establishing itself in France. Name: Manix. Designer: Degan Laboratories. Characteristics: the thinness of its latex, what allows it to boast of being the best on the market. Since advertising is always prohibited, and Durex is particularly successful, Manix struggles to make itself known. The brand then starts with promotional events and sampling on a very targeted and extremely user-friendly target: prostitutes. Without hesitation, since 1990, to enter a new distribution circuit: the supermarket. However, the actions of the leader, Durex, as well as those of the challenger, Manix, do not change anything; and in 1997, only 3 in 10 customers could name and ask for a specific brand of condom when they entered the pharmacy. Yet Manix is ​​of interest: with 18.7% of the French condom market by value in pharmacies and 22.9% in supermarkets, the brand had evidently managed to establish itself. Direct consequence: in 1998, the Degan laboratories resigned and Manix is ​​sold to the Australian brand Ansell, world leader in medical latex products, in particular surgical gloves. Owner of ten other condom brands in Europe, and wanting to maintain this strategy of local brands contrary to what Durex, a global brand, does , Ansell therefore changes nothing either in the positioning of Manix or in its production, entrusted to the Japanese Okamoto. Ansell doesn't change anything... but he makes an important decision: to include Manix in advertising. Until now, Manix communication was aimed exclusively at prescribers, mainly pharmacists. But in 1997, the global condom market stagnated: after the announcement of the arrival of a new cure against AIDS, based on a combined therapy, the troops were demobilized… Manix being behind Durex, both in market shares and in notoriety, he had to act by working to create preference for his brand. This is indeed the right time: after years of crisis, the French seem to return, in 1998, to their first loves, sensual pleasures. Therefore, for 70% of them, they place sex among their priorities and, for 55%, pleasure as the first motivation for making love.II. Advertising CampaignsIn 1997, when Manix contacted his advertising agency, the market environment had changed: