Where were we?
By the time we reached 2014-2015, a brand-new competitive journey had begun for OKEY, Turkey's most well-known and leading condom brand.
OKEY holds a leading brand position in the Turkish condom market with a 50% turnover market share and a 35% unit market share (Source: A. C. Nielsen 2022 Condom Category). As the leading condom brand in Turkey, our purpose was to grow the market and increase the usage of condoms for a safe sexual life.
Why were we there?
There was a significant barrier to increasing condom use: Lack of pleasure. In research conducted, when reasons...